Will our ex-Miss Universe conquer?

Sushmita Sen's production company has launched its first advertisement for jewellery brand Kiah.

When Sushmita Sen announced her big plans of turning entrepreneur in November, she managed to hog the headlines. At a glittering ceremony in Mumbai that coincided with her birthday, she officially launched her production company, Tantra Entertainment.

At the time, Sen had shared that her company's plans included producing commercials, making a film on Rani Laxmi Bai, besides opening spas, nightclubs (she wants to open one in Kolkata, we're told) and much, much more.

While most of the other plans remain in the pipeline, "" she's holding talks with Chandraprakash Dwivedi for her film on Rani Laxmi Bai "" Tantra Entertainment took its first baby steps in the entertainment industry by producing an advertisement for Kiah, a jewellery brand for which she's also the brand ambassador.

Says the company's spokesperson, "Tantra has been launched to broaden our base in the entertainment industry."

The Kiah ad has been doing the rounds since November 2005 and can be seen on a majority of prime-time slots. Manav Menon, the man behind campaigns like Aquafina, Ponds and Zingaro, was roped in by Sen to direct the eye-catching commercial that was shot for nearly five days using special digital effects.

Gautam Gulati, brand director, Sheetal Creations, the company which launched Kiah in October 2004 says, "It was a wonderful experience to work with Sushmita, and I'm sure our company will do more work with her production house in future."

He adds, "Right from the ideation to taking care of the minutest details to being involved in post production, Sushmita's involvement was commendable."

The commercial was shot in Mumbai while the post-production work was done in Singapore. Though Gulati refuses to divulge details on the exact figure for the ad, he says, "It was obviously not a small budget ad, and all I can say is that it was made at what a small budget feature film would cost."

According to sources, the ad may have cost at least Rs 1 crore, if not more. There was no involvement from any agency, and the entire project was collaborated between Tantra Entertainment and Sheetal Creations.

Though the company is tightlipped about its future plans, it is hopeful that the production house will ride successfully on Sen's brand name.

For starters, round one goes to Tantra.