For a change the Big B finds himself in soup. The cola war is heating up and Sr Bachchan finds himself in the middle of it. Though Amitabh is associated with Pepsi, he finds himself promoting the rival company Coca -Cola.

Thumps Up is promoting his next film `Kaante` co-staring Sunjay Dutt, Sunil Shetty, Mahesh Manjrekar , Kumar Gaurav and Lucky Al. Amitabh is on the screen immediately after scenes where the Thums Up brand or logo is visible. It a smart advertising move on the part of Coca-Cola. It`s like without signing Big B; they get a free endorsement from him. The company is also planning to release an innovative ad campaign, prior to the film`s release. The poster will have a punch line saying, "Get ready for the thunder."

Obviously, the Pepsi guys didn`t find it funny. After all the Coca- Cola are having fun at their expense!