So much so that her character in the forthcoming comedy, Golmaal Returns, is actually called Ekta!
Kareena plays a young wife heavily inspired by Ekta's 'K' serials and is always accusing her husband (played by Ajay Devgan) of adultery.
Laughs Tusshar Kapoor, "Bebo plays a housewife who is heavily inspired by the saas-bahu serials. She is able to draw a parallel between her husband's infidelity with specific instances of infidelity from some of the TV serials. It's hilarious!"
When we asked Ekta Kapoor herself to comment on Kareena's character being a Balaji soap fan, the former smiled, "That's flattering! Long live the saas-es and bahus!"