Since 2000, many top Bollywood stars now do item numbers, and many new women entering Bollywood find item numbers a more amenable shortcut to success, as opposed to more traditional roles with no guarantee of eventual stardom. Former item girls in pop songs outside films, Rakhi Sawant and Meghna Naidu, for example, are now in demand and very popular. Today, they are even being given lead roles in movies. As of 2007, Mallika Sherawat had become the most expensive item girl, charging Rs. 15 million (roughly US$375,000) for the song "Mehbooba Mehbooba" in "Aap Ka Suroor - The Real Love Story". Another example is actress Urmila Matondkar, one of the most successful item girls during that time. She was featured in "Chamma Chamma" in the 1998 film "China Gate". Baz Luhrmann's 2001 film musical, "Moulin Rouge!" used a westernized version of this song.