Amitabh Bachchan's KBC Rice Wars

Amitabh Bachchan is fuming. The Bollywood legend is threatening legal action against a company that sells rice. He claims that the rice company is running an advertising campaign that rips off his KBC quizmaster avatar and the show's format.

Bachchan writes on his blog:

"A company selling basmati rice has done an exact imagery of KBC. The set, the computers, the question and the contestant being asked from an over the shoulder shot of AB, in suggestion and the voice being used again to ask a question on the product being marketed. This is so unethical and legally wrong."

Sony, who make KBC, are not as enraged, simply stating that they will refer the matter to their legal department, and it seems Bachan isn't pleased with their more laid back approach:

"Spoke to Sony to take action and they have, in typical bureaucratic fashion, passed it on to the 'legal' department . I wonder in which direction they shall move."

The bee in the Bachchan's bonnet over copyright buzzed even louder when he found that a mobile phone company was too not quite playing it straight with him, using his image as an endorsement without real agreement:

"This is sacrilege . This is what happens when people try to run a business through emails and good hope. Not any more though. And yes, the lesson learnt is this; Unless you get down yourself on your hands and knees, nothing moves in the right direction."