If you thought that just the human species was ooh la la-ing to Vidya Balan in 'The Dirty Picture', the equestrian species is about to join the bandwagon of fans too.

For the first time, an entire racing event will be named after a film and 'The Dirty Picture' is the first to earn that distinction.

The makers are leaving no stone un-turned to promote the most keenly awaited film of the season.

On Sunday 20th November, the Mahalaxmi Race Course will witness a huge dash of glamour as Vidya Balan, accompanied by director Milan Luthria, will attend the la-di-dah event to promote her forthcoming film.

The winner of the penultimate race of the afternoon, which has been christened 'The Dirty Picture Race', will be felicitated jointly by director Luthria, and Balan, who will be seen in a sensational 80's outfit, the kind she has been flaunting at the film's recent promotional gigs.

The race forms, and the race book purchased by horse-owners and those who engage in betting, will also carry the movie branding prominently, as will the LEDs and CCTVs, which will run the film's promos on loop.

The film has a major horse-racing scene, which Vidya's character (Reshma) attends when her popularity is on the ascent. Therefore, the film's makers decided to integrate the film's marketing with an actual horse-racing event.

Confirmed Vivek Jain, Chairman - RWITC Limited, "Racing is about lifestyle and associating with a good upcoming Bollywood film is part of our menu to make racing days more exciting for the racegoers. There is an increasing fit between sports and stars, and racing is no exception."

Remarked director Luthria, "Being a horseman who's raced horses and competed on them myself, the pounding of hooves is the only thrill remotely close to Vidya setting the pulse in The Dirty Picture. One of the stellar sequences in the film is Vidya backing a long shot and beating Naseer's character's favourite, akin to the racing sequence in Once Upon A Time... with Sultan and Shoaib."