And the battleground is the South Indian cinema where Sonu Sood has been king so far with a string of successes in Tamil and Telugu.
But now Arjan Bajwa who was seen with Priyanka Chopra in Fashion is also making inroads into the South.
The two claim to play the lead in the new Telugu superhit Arundhati.
Says Sonu Sood, " The film covers two different lifetimes and eras. I am there throughout. I had to get into elaborate makeup and costumes.It was the biggest challenge of my career."
However Arjan pooh-poohs Sood's claims.
"I'm the hero in Arundhati. Sonu Sood is the villain. Our roles are like that of Rishi Kapoor and Amrish Puri in Nagina while Anushka is like Sridevi. Who would you say is the film's leading man?'
Sood admits his role has shades of grey. "But it's certainly not the villain's role. Would you say Mr Bachchan was the villain in Agneepath or Shah Rukh Khan in Darr? Nowadays the definition of heroism has changed. There're no clear boundaries between the hero and villain."
But with both Sonu Sood and Arjan Bajwa hellbent on reaping the benefits of the heroine-oriented show in Arundhati, watch out the two Bollywod beefcakes battle-royale in the South.