Brand placement is not a new concept in Bollywood. Though it has been visible for quite a few years in number of movies, it made headlines with 'Yaadein' due to an overdone act. Since then there have been number of in-film endorsements in various movies but things seem to have turned comparatively subtle.

If one has a closer look at the promos of next two movies of Akshay Kumar, one observes a similar subtlety in brand placement. Both 'Garam Masala' and 'Deewane Hue Paagal' have the designer wear range of FCUK [Yes, you read it right!] brand making an appearance.

While in Garam Masala, Akshay Kumar is shown to be wearing T-Shirts with a FCUK label, DHP has him dancing along with Rimmi Sen to the beats of 'Kudi Ne Mera Dil Luteya' with FCUK banners visible in the background!

A smart placement indeed!