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Like most of them, it's a war the media loves. Well, mostly because it gladly fans the fire to create it.
There is, if newspapers today are anything to be believed, a suddenly massive feud between Amitabh Bachchan and Shah Rukh Khan.
Exclusive: Listen to SRK's take on the Bachchan war
And while the veteran legend and the reigning King may apparently battle it out for the Best-Ever title, those advertising geniuses at Amul have a buttery take ready, as always.
The latest hoarding shows both KBC hosts sharing the top spot, saying each Don is equally special. Terrific.
Of course, buttering up is all very well, but the bigger question is likely to involve the bread.