ould it be mere coincidence? Just when Amitabh Bachchan�s face is all over the place because of KBC2, ZEE Cinema has launched �Shanivaar Ki Raat Amitabh Ke Saath� on Saturdays, in the 8 pm slot, showcasing Bachchan�s movies. ZEE is promoting this property through the humour route with two television commercials, Bholu Musladhar and Chikoo Chakram. ZEE had done the same with Paap ka Anth (�Two minute thrills�, The Brand Reporter, December 1-15, 2004).

The Bholu Musladhar commercial shows how hen-pecked Bholu�s demeanour changes every Saturday night when the Amitabh movie comes on. He dons the film star�s attire and orders his wife to get him a cup of tea; in true Bachchan style. The wife looks at him in amazement but scared by the transformation that has taken place, acquiesces. ... more