Launching action maelstrom Akshay Kumar as Gabbar in the high octane action film - ' Gabbar Is Back ', which is an entertainer with substance in true sense. An aam aadmi denied justice created Gabbar - a man who set out on a fierce and ruthless path to fight corruption.

Revisiting the face of fear with Bollywood's most intimidating villain - Gabbar Singh and his famous dialogues, a 360 degree promotional drive was launched to touch the daily lives of the aam junta. Grossing a phenomenal 1 Million touch points across 15 cities pan India, this teaser piqued curiosity across the nation.

Pachaas-Pachaas kos door jab koi rishwat leta hai.. to sab khete hai mat le varna Gabbar aajayega.' Gabbar Is Back ' this year but in an all new avatar, redefining bad as the new good this summer.

Asking all his fans to join this fight, Akshay Kumar said, "Gabbar is an iconic villain in the Indian film industry. I am extremely honoured to have been able to play his namesake in "Gabbar is Back". In our film, Gabbar is the personification of a thought that represents the power of the common man. I wanted this thought to reach the aam aadmi across India. I want to thank the millions of people who have responded to the campaign and we hope to have many more join Gabbar's fight against corruption with this film."

For the first time ever, a film was promoted by using unconventional mediums that directly reach out to the aam aadmi like LPG cylinders, dabbawalas, public transport and local hangouts like chai stalls and pan shops. This camping thrived on reaching out to the masses and each branding element was customized and integrated with witty Gabbar Singh dialogues like at a Chai Stall - the copy reads Chai Piyo, Chai Paani Nahi or at petrol pump where the messaging is Corruption Gaya Tel Lene. Social media was set buzzing with interesting memes, contests and 4 motion teasers with the first teaser alone garnering over 5 lakh views on day 1 on YouTube.

Produced by Viacom 18 Motion Pictures , Sanjay Leela Bhansali and Co Produced by Shabinaa Khan, the film ' Gabbar Is Back ' releases on May 1, 2o15.