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It features Bollywood's biggest stars.
Its release generates as much excitement as that of a big movie.
And, unlike the movies which have to wait for a Friday for their result, this one is a guaranteed blockbuster.
We are talking about Dabboo Ratnani's starry calendar and the buzz it generates.
It was launched yesterday and, as expected, Bollywood's bigwigs graced the event.
Take a look.
For once, Sunny Leone's pictures totally overshadow the real thing.
Dabboo Ratnani's cute kids -- Kiara, Myrah and Shivaan -- work their magic on Shah Rukh Khan.
Varun Dhawan angles his head away from Sonakshi Sinha's fierce box.
The stunning Kriti Sanon.
A R Rahman opts for black.
A bleary-eyed Tiger Shroff manages to pull off a smile as he poses with the man of the evening, Dabboo Ratnani, his wife Manisha and Vindu Dara Singh.
The enigmatic Rekha.
Mughda Godse looks beyond the camera.
And there's Kim Sharma.
Dia Mirza, pretty as always.
Vidya Balan does a dare-bare act in the calendar (you'll spot her in the Kim Sharma picture).
Sherlyn Chopra, who was seen in Murder 3, opts for a pretty demure look.
Sonal Chauhan -- you may remember her from Jannat -- nowadays mostly does Telugu cinema.
Gorgeous Tanishaa Mukerji could do with a better stylist.
Rahul Mahajan arrives with a pretty friend.
Socialite Queenie Singh makes a solo entry.
Evelyn Sharma strikes a pose.
The Burmawala brothers -- Hussein, Mustan and Abbas -- are there as well, as are ghazal maestro Pankaj Udhas and his wife, Farida.
Isha Koppikar is accompanied by hubby Timmy Narang.
Smita Thackeray decides to don an anarkali.
Fardeen Khan's sister Laila (centre) drops by with husband Farhan Furniturewala, and cousin Farah Ali Khan.
Their uncle, actor-director Akbar Khan, poses for the camera with Shatrughan Sinha's son Kush and Bigg Boss 10 contestant Gaurav Chopra.
The ever-happy Vivaan Shah.
Neeta Lulla, graceful in black.
The Ahuja khandaan -- Govinda with his daughter Tina and son Yashvadhan.
Anushka Dandekar and Karan Kundra strike a cute couple pose.
As do Tanaaz and Bakhtiyar Irani.
And Hiten and Gauri Tejwani.
Pooja Bedi arrived with a friend.
Photographs: Pradeep Bandekar