It isn’t a new idea to promote a song?

The actress will start dolling ‘Jalebis’ to her fans at a sweet mart in Mumbai with the launch of her item number.

A source revealed the plan to Mid-Day, “The Double Dhamaal team has been planning for a while for the item number. They feel Mallika herself distributing garma garam jalebis in a store is the best bet.”

“Mallika feels she is looking her sultry best and wants to tempt people just as a freshly made hot jalebi does to the taste-buds!” added the source.

Laughs director Indra Kumar, “It’s going to be a hot jalebi and a hot Mallika.”

He adds, “Even when we shot for the track at Mehboob Studios, the mood was festive and celebratory. We used to order 25 kgs of the sweet everyday for the entire unit during the filming.”

So, if you haven’t seen Mallika’s hotness off late, this is the time to taste hotness with sweetness!! All with Jalebi.

It seems bollywood has been smitten by the item-number bug. The top heroines of the industry are bent to get one item-number in the films. We have heard that ‘Bipasha Basu’ was a little upset that no producer is asking her to do an item number after ‘Beedi Jalayele’ in Omkara.  Item numbers are becoming a successful step to grab the lime-light or headlights.

From the top actress Katrina Kaif, Deepika Padukone and some preferred item girls like Malaika Arora Khan and Lisa Ray have done it successful and now Mallika is up to the bounty with ‘Jalebi Bai’, the sultry siren has done some steamy moves in Indra Kumar’s ‘Double Dhamaal’ and now she is self promoting it by saying this will beat the ‘Sheila’ and Munni.

Good Luck Jalebi, we know you are not as straight as you seem when you say people will forget Munni and Sheila!