These days Bollywood's biggest stars are doing item numbers. Filmmakers use item numbers to assure profitable returns on the sale of music. SRK and Malaika get sizzling in Karan Johar's 'Kaal'. And Amitabh Bachchan, Abhishek and Aishwarya are doing qawali number for Shaad Ali's film. Karan says, "We wanted to open the film with a dhamaal song and who better than Shah Rukh Khan?" Sanjay Gadhvi of Dhoom fame says, "A big star's appearance as an item number, fails it the film itself is not happening. But it can give the film a push if it is good enough on its own." And trade analyst Indu Mirani says, "It helps the film sell to the viewers. Who wouldn't like to see a Shah Rukh Khan doing an item number?"