Advertisement involving a star riding on the bandwagon of a popular sports event, coupled with the simultaneous film release indeed seems to feed on each other, at least for Abhishek Bachchan it has happened like this in DUM MAARO DUM. In the fourth season of the IPL seldom does a match go by where Abhishek Bachchan does not appear in an advertisement with his Idea in one innovative form or the other, and it seems to have helped in attaining a box office success for his latest film DUM MAARO DUM, which inspite of facing a still competition from DHARTI (Jimmy Shergill’s Magnum opus in Punjabi), has been able to garner around 23 crore and these are good figures.
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