Salman Khan, Big B battle it out!

This is what we call strategic advertising. And there's nothing subtle about it either.

These two hoardings in Mumbai feature Salman Khan and Amitabh Bachchan, and jostle for space in a bid to attract viewers to their new shows.

While Salman's Bigg Boss 4 starts on October 3, Bachchan's Kaun Banega Crorepati begins a week later on October 11. Both share the same time slot -- 9 pm -- on rival channels. Which means the onus will have to be on the two stars to generate interest in the shows. And that is probably why the two hoardings are placed so.

Looks like the battle for TRP ratings has already begun!

Photograph: Hitesh Harisinghani