Malini mouse pads? Bring 'em on

Okay, Govinda (Jeeto Chhappar Phaad Ke), Sonali Bendre (Kya Masti Kya Dhuum) and even Madhuri Dixit (Kahin Na Kahin Koi Hai) were unable to match KBC. And Karisma Kapoor still hasn't found a small screen miracle in Sahara's much-hyped Karishma, but that hasn't stopped channels from banking on star power. Take, Malini Iyer, a Boney Kapoor production directed by Satish Kaushik and starring Sridevi. Based loosely on the popular sitcom Here's Lucy, Boney is clearly taking no chances, he's created 'innovative promotional material' to keep Malini Iyer in news--Malini Iyer mouse pads, shopping bags, writing pads, stick-on pads--all of which are part of the publicity kit. Kapoor might even market it commercially 'if need be'.

Earlier you've had Jassi mugs and Jassi diaries and Jassi phonebooks being distributed as part of the official launch of Jassi Jaissi Koi Nahin. When Kumkum went on air, Star Plus sent out Kumkum packets as part of the publicity kit. Of course, there's also been a KBC book and, says Samir Nair of Star TV: 'There are plans to launch Kyunki Saas... bedsheets and bangles.'

Now if only Malini Iyer gives Sri a reason to smile.