India, March 31 -- Cinema as a marketing tool is not something new. Leni Riefenstahl infamously made propaganda films for Adolf Hitler's Nazi Party in the 30s, while closer home, everyone from MS Dhoni to Sachin Tendulkar has been accused of using biopics to leverage their market worth. Recently, a company on the verge of a massive IPO, tried to use a film based on the life of their founder, allegedly for the same purpose. The result was a double whammy. The film tanked and also took the mega IPO with itself. (Also read: Tumko Meri Kasam review: Even a brilliant Anupam Kher can't save this film in search of an identity)

Directed by Vikram Bhatt, Tumko Meri Kasam was released in theatres on March 21. Starring Anupam Kher, Adah Sharma, Esh...