Item numbers are now a given thing when it comes to promotion of Bollywood films. While most of the flicks unleash an item song just a week or two before the release of the film, some of the film makers are now opting for beginning the film's promotion with an item song.

Subhash Ghai is one such filmmaker whose rock'n'roll action-comedy 'Apna Sapna Money Money' arrives this September. Directed by Sangeeth Sivan, whose 'Kya Kool Hain Hum' is still talked about, ASMM has its entire starcast coming together for a promotional item song of the film a la 'Ae Meri Zohrajabeen' [Phir Hera Pheri].

Composed by Pritam, the title song of 'Apna Sapna Money Money' has been picturised on a glittering indoor sets with flashy lighting arrangements and a funky look'n'feel. The highlight of the number is its young cast of Riteish Deshmukh and Shreyas Talpade taking the lead with sexy threesome of Celina Jaitley, Riya Sen and Koena Mitra joining in. This is not all as the song even features the seniors Jackie Shroff and Sunil Shetty.

Guess where were Chunky Pandey and Payal Rohatgi missing in all this 'masti' and 'mazaa' happening all around them?