Now, their rivalry has taken on another aspect -- endorsements.

Shah Rukh is the brand ambassador for Dish TV, and now Aamir is putting his name to Tata Sky.

On Tuesday afternoon, at the brand's product launch Aamir was asked how he looks at the competition from Dish TV.

Aamir jokingly said, "Dish TV? Woh Kya Hai?"

In response to a question about whether it is more difficult for him to act in advertisements when Shah Rukh is the competition, Aamir said, "I don't follow others. I do what I feel is right. I only concentrate on what I have to do."

In response to the question if his brand is more for classes than the masses, Aamir replied, "That is not true. I believe in quality of the brand that is being promoted. I am a mass hero and I too have mass appeal."