Publicist Parul Gossain spoke about the 'serial kisser' tag given to Emraan Hashmi, and how it was a deliberate PR plan. Gossain said, "Emraan is so fed up with that image", adding that he was also initally hesitant with the concept as it wouldn't sit right with his wife Parveen. However, he agreed because he can't "go against Mahesh Bhatt".