Vishal Bhardwaj's production venture "Ishqiya" faced the censor board's ire for using the word 'sex' in its promos. But the ban has been lifted, giving respite to the producers.

The film has a scene where actor Arshad Warsi uses the three letter word, but it did not go down very well with the censor board.

Bhardwaj and his co-producers managed to convince the board members that the word was needed, and they finally gave their nod.

"It was initially decided that the word would be beeped and we gave an application for it to the revising committee, that comprises six-seven members. We had to convince them and make them understand that the word is essential for the film and the dialogue, " Mansi Maroo, co-producer of the film, told on phone from Mumbai.

With the censor board's approval, the producers will re-launch the promos with the word audible.

"The dialogue lost its impact because of the 'beep' and now our whole plan has been delayed. In order to rectify things, we will have to re-do the scene and launch another promo with the word audible, " she said.

Asked if Bhardwaj too accompanied the other producers to the meeting with the censor board, Maroo added: "Vishal did not go for the meeting but he did have talks with the censor board people."

Set in eastern Uttar Pradesh, "Ishqiya" is a tale of romance between individuals caught in a web of crime, suspense, passion and deceit. Directed by debutant Abhishek Chaubey, the film also stars Naseeruddin Shah and Vidya balan in pivotal roles.

Maroo also revealed that such procedures create hindrance in the film's promotion.

"We have lost two-weeks of right promotion."

"However, we are glad that finally we were heard and our job was done, " she added.

We tried to contact censor board chief Sharmila Tagore, but she was not available.

"Ishqiya" is slated to release Jan 29.