Sources said that it was filmmaker Rohan Sippy's idea to auction the skirt through the film's official site with the help a portal that auctions film memorabilia. It added that the makers of the film decided to give away the proceeds of the auction to Being Human, as they feel it does wonderful work.
“We are all surprised by the reaction to Deepika's look in the track. We decided to auction it for charity," Mid-Day quoted Rohan Sippy as saying.
Well, this is another unique way of promoting a film!