Shiv Subramaniam (remember Bishti Baba of 1942 A Love Story, Khandagle opposite Nana Patekar in Prahaar or Anti Narcotics Officer Lobo in Kaminey recently) is a known actor in the Bollywood sphere and is known for somewhat harsh roles. Shiv was recently seen with Bollywood actor Salman Khan on the stage of the finals of Bigg Boss Season 4. Salman called Shiv Subramaniam (I M Virani of Mukti Bandhan) to introduce the story of the upcoming soap opera to the audience watching the finale of BB4.
Shiv Subramaniam came with a one rupee coin saying that I came with this one rupee only from my village and turned it into millions. Salman jokingly took control of that one rupee coin from Shiv and said that he's not going to share the million bucks with any other fellow but distribute them amongst the BB4 inmates. Not only Mukti Bandhan's I M Virani, but the Phulwa of Phulwa was also called on stage to introduce her upcoming serial.
All of the serials are becoming a marketing platform for one another. It was shocking to see Salman Khan promoting the two shows - Mukti Bandhan and Phulwa - but why not, afterall Colors TV promoted his Dabangg recently and has already showed it two times on the TV.
To promote the movie Dabangg, Colors even showed it being a replacement for Jai Santoshi Maa in Balika Vadhu too. :) It's money game brother.