| Call them arch rivals or call them good friends, the | | | | used low key marketing and let the product for itself |
| Shahrukh Khan vs Aamir Khan war has been fought | | | | in the form of his directoral debut Taare Zameen Par. |
| time and over now since the past 14 years. Surprising | | | | But just as collections picked up, Aamir Khan made |
| there has been no clear winner because both SRK | | | | sure that Taare Zameen Par was reached out to |
| and Aamir Khan are hugely popular in Bollywood, with | | | | everyone. He held charity screenings, marketed star |
| a sea of fan following. | | | | kid Darsheel Safary in the best manner possible and |
| Back in 1994, Shahrukh Khan's movie Ram Jaane | | | | did everything to ensure that Taare Zameen Par |
| released along with Aamir Khan's Akele Hum Akele | | | | stayed in public memory for ever. Not surprisingly, |
| Tum released on the same day. Believe it or not, | | | | considering Taare Zameen Par is one of the best |
| both of them bombed. While SRK earned some | | | | movies of our times. |
| pittance in the north, Aamir Khan's movie got some | | | | In 2008; ie now, Shahrukh Khan has gone for low |
| revenue in Mumbai and western parts of India. Since | | | | key marketing. He did not market Rab Ne Bana Di |
| then both Aamir Khan and Shahrukh Khan have been | | | | Jodi aggressively. He stated that it was not the right |
| very conscious about the movies they sign or | | | | time to promote or talk about his film considering the |
| produce. Viewers may note that both are friends but | | | | tragic 26/11 scenario. Though there was low key |
| careful not to be subdued by one another. For | | | | advertising and promotion, Rab Ne Bana Di Jodi is |
| instance, Rang De Basanti, Aamir Khan's iconic film | | | | doing roaring business, proving that Brand Shahrukh is |
| had Shahrukh Khan initially in the role of R. Madhavan | | | | Brand Shahrukh. Well, Aamir Khan who adopted a low |
| which he had declined. Shahrukh Khan had also asked | | | | key strategy for TZP is now going all ends fired for |
| Aamir Khan to be a part of Om Shanti Om, item | | | | Ghajini. He built an 8 packs physique an impressive |
| number, but Aamir Khan had declined, because he | | | | one at that, following SRK's six packs wonder which |
| was "busy". | | | | he build for Om Shanti Om. Aamir Khan has come up |
| Also Shahrukh Khan's loss has been Aamir Khan's gain | | | | with slick promotion tactics for Ghajini, be it print, |
| and vice versa. Darr was supposed to star Aamir | | | | television or online. He had promoted Jaane Tu Ya |
| Khan who had doubts about doing a villain's role. The | | | | Jaane Na well, but for Ghajini, he is leaving no stone |
| gutsy SRK did it anyway. Similarly Lagaan was | | | | unturned. Aamir Khan recently asked theatre staff of |
| offered to Shahrukh Khan who didnt think it would | | | | Big Cinemas and PVR, which are playing Rab Ne Bana |
| work and Aamir Khan ended up making history out | | | | Di Jodi, to adopt the Ghajini hair cut. It is evident: you |
| of Lagaan. | | | | are watching Rab Ne Bana Di Jodi with the aura of |
| Cut to 2007- 2008. Both the Khans, Aamir Khan and | | | | Ghajini around you! |
| Shahrukh Khan size up for the competition in a big | | | | Asked what SRK thought of Aamir Khan's recent |
| manner and pay attention to marketing their films in | | | | strategy for Ghajini, Shahrukh Khan claimed, "I think it |
| a sassy manner. Last year in 2007, Shahrukh Khan did | | | | is a good strategy. You take the biggest brand in the |
| his best to promote and market his film Om Shanti | | | | country that is SRK and then use that platform to |
| Om in the best manner possible, and the efforts paid | | | | publicise yourself. I think Aamir rocks. The problem is |
| off. Om Shanti Om became one of the biggest all | | | | that I cannot use any another brand because there is |
| time hits in Bollywood. Contrast to Aamir Khan who | | | | no one bigger than me". |