After 'Munni', Emami turns to 'Sheila' to promote Boro Plus

"We are using certain portion of the song 'Sheila ki jawani' and have integrated in such a way that both the brand (Boroplus) and movie is promoted," Emami Director Harsh Agarwal told PTI.

He said the company has associated with producers of the movie 'Tees Maar Khan' for the initiative and the new TV advertisement will be on air in the next two days. "We have got the right to use the visual and the song. The ad will be for a short period until the movie is released," he said. The movie is scheduled for release on December 24.

On Tuesday, the company had signed Malaika Arora Khan as the brand ambassador for its pain reliever brand -- Zandu balm, following the success of the hugely popular item number 'Munni Badnaam Hui' from the film 'Dabangg'.

Malaika will endorse the brand for two years and is understood to have paid around Rs one crore for the deal.