Even before Fashion has arrived at theaters, it has already recovered close to half of its costs through endorsements. Budgeted at Rs.17-18 crores, the film has seen brand endorsements worth Rs. 7-8 crores from Lenovo, Sunsilk, Reebok and Kimaya amongst others.

Says a highly placed official attached to the film's production house, "We have managed to cut some great deals with the leading brands from the world of fashion (obviously), laptops, hair care and footwear & apparels.

They have been prominently placed in Fashion and we have made sure that they don't obscure the basic flow of the film."

How profitable has the venture been? "It is a profitable deal for us as well as the brands", confidently says the source, "Fashion is a much hyped film and the kind of class it caters to, the brands can well expect quite a few eyeballs for them from the high end consumers.

They understand that Bhandarkar Entertainment is a name to reckon with and it would be mutually beneficial for all the parties to gain from the deal."

Talking about the huge expectations that audience has in general from Fashion, Madhur commented, "This is my biggest project till date and though I am a experimental filmmaker, my movies do well at the box office too.

It has been such an exciting journey during last 9 months that I have hardly sat down and deliberated on the expectations front. Even today, I am neck deep into the post production of Fashion.

It is hardly a few days to go for the 29th October release of the film and I am keeping my fingers crossed that the film is liked by one and all."