Madhur Bhandarkar maybe depressed at his film, ‘Fashion’ getting an A certificate from the censors, but is now laughing all the way to the bank.

His glee is because of the enormous package he has earned from in-film advertising. Of the Rs 225 million spent on the movie, he has already garnered Rs 85 million from in-film advertisement alone.

A co-production of UTV Motion Pictures and Bhandarkar Entertainment,’Fashion’ has six prestigious brand placements - clothing brands Kimaya and Reebok, Lenovo laptop, Sunsilk shampoo, Cellucom and LG Electronics

“The brands have been chosen carefully so they are relevant to the scenes where they will be displayed, without causing a jarring note,” said a UTV marketing executive.

Fashion, which stars Priyanka Chopra, Kangana Ranaut, Mugdha Godse and Arjan Bajwa, is set to release on October 29.

In-film advertising has been gaining popularity in Bollywood. The main reason is that while the products get great visibility at a premium price, filmmakers also earn handsome revenues.

According to reports, film placements are currently raking in anything between Rs 500,000 to Rs 50 million for the producers.