Mumbai, Feb. 11 :    Mumbai, Feb. 11:  Sholay, Bollywood's original 'curry' western, is arguably the biggest grosser till date and it brought fame and fortune to its budding director Ramesh Sippy back in 1975. But the film that gained immortality as fans continue to parrot dialogues of their famous stars Amjad Khan, Amitabh Bachchan and Dharmendra, missed out on a few revenue streams. Reason: concepts like brand promotion and in-brand placements had yet to germinate. If they were around then, Ramesh Sippy would have raked in a couple of more crores by opening a window of opportunity for denim makers through in-brand movie advertising, especially since the two lead characters Veeru and Jai wore jeans right through the length and breadth of the 70mm film. It would have given denim makers of that time the opportunity to leave an indelible mark on a generation of moviegoers who kept returning to Sholay. Bollywood filmmakers have now realised that they can deliver their brands through other channels, and others' brands through their own. 'The cross-promotion of brands and films has arrived in Bollywood,' says Sanjay Bhutiani, head honcho of Leo Entertainment, a subsidiary of advertising agency Leo Burnett. Sippy and his ilk are not the type to brood over missed opportunities. Sholay was Ramesh Sippy's launchpad, produced by his father G.P. Sippy. But now, Ramesh is trying to ensure that his son Rohan Sippy's maiden directorial venture Kuchch Na Kaho starring Abhishek Bachchan and Aishwarya Rai will mulct such revenue streams. Leo Entertainment has been involved in the making of the film right from the start. The Sippys brought them in when the script was being crafted. Sippy's movies are likely to see in-brand advertising done with panache, unlike the 'in-your-face advertising and the raw commercialisation' in some movies of the recent past (remember the Stroh's beer ad in Shah Rukh Khan's Dilwale Dulhaniya Le Jayenge where the sequence in the forest was a commercial non sequitur?) Sippy's Kuchch Na Kaho has Coke as an in-brand product whose image will be blended with the soft romantic theme of the movie. Helping Sippy add value to his creation is Leo Entertainment. This is one of the first occasions that an advertising agency of repute is dabbling in the entertainment business. Bhutiani said: 'Films are brands rather than a commodity or product that perishes after a while.' Ramesh Sippy has also hired Leo Entertainment for his impending second movie starring Hrithik Roshan and Aishwarya. Among other ventures, the firm is supporting Sanjay Gupta's stylised heist film Kaante, a multi-star cast with Sanjay Dutt, Sunil Shetty, Kumar Gaurav, Lucky Ali and Mahesh Manjrekar, which will feature Thums Up. Sanjay Gupta, producer of Kaante, says: 'The entire approach to making of films has changed. We are getting more organised... we are insuring our movies, arranging finance through legitimate routes and, likewise, we need legitimate advertising agencies for branding the film.'