/> The battle of the blogs has just intensified, what with the Taare Zameen Par self-crowned genius and the universally acknowledged clutter-breaker Aamir Khan proclaiming that he has named a dog Shah Rukh Khan.

The shocking display of insolent humour has sent shock waves in the otherwise-insulated and unconcerned film industry.

Says a very popular character-actor who has worked with both the actors, "I guess the freedom provided by a blog tends to loosen tongues. Amitji has never been known to be as undiplomatic as he's on his blog.

Aamir must have thought it's time to increase the odds, what if Amitji's blog gets more eyeballs! Also, his nephew's film is around the corner.

During the release of Taare Zameen Par Aamir created a controversy by taking on Amitji and Black. Now for the nephew it's Shah Rukh being called a dog. All I can say is, life's a bitch."

Shah Rukh remains characteristically unfazed and humorous in the face of his colleague's uncharitable and tasteless remarks.

When this writer expressed shock and indignation at Aamir's remarks, SRK responded, "Earlier on people used to name their children after famous people.

Somebody naming a dog after a known person is a new beginning in that direction. I don't have a copyright over this name if used non-commercially."

But a close friend of SRK on promise of anonymity reacted far more aggressively.

"Aamir's megalomania has been brewing for a while. Earlier he declared himself no.1 as compared with SRK who took it smilingly. Now Aamir is down to street-level provocation.

You know those neighbours who try to get your attention by breaking your windows, letting their dogs crap on your lawn or just dirtying your car. It's best for Shah Rukh to ignore these efforts to get his attention."