Speaking about the association with Viacom 18, Rajeev Choksi, Assistant Manager - Production, Fountainhead Promotions and Events said, "We have been working with Viacom 18 for about 10 to 12 years. Previously, we have handled the auditions for Roadies and a couple other shows."

To promote the movie, Fountainhead played its soundtrack at the mall. They also asked mall goers to imitate the movie's lead actor, Amitabh Bachchan . Five of the best impersonators got a chance to meet the Big B at the Red Lounge a little before the press conference.

The press conference in Mumbai was held at Cinemax's screen 1 in Infinity Mall. As in the movie, the movie star arrived in a Mercedes convertible that was preceded by two Harley Davidson bikes. He also made a guest appearance at the mall's atrium after addressing the press. In Delhi, the press conference was conducted in a simpler format.