Ekta Kapoor is promoting her film 'Kya Kool Hai Hum' in her TV serials. Tusshar Kapoor and Ritesh Deshmukh will appear as Rahul and Karan, while Isha Koppikar will be called Urmila Matondkar. "All three characters have been woven into the story. Since Ekta's serials enjoy such high TRPs, it makes good marketing sense of publicize her films through them. Since serials are our strength, we might as well make optimum use of that", an insider said.