airtel has associated with UTV Movies for co-promotions with the film. Commenting on the partnership, Shireesh Joshi, CMO-Mobile Services, Bharti airtel said, "Today, we are proud to bring the Tees Maar Khan advantage to our customers across the country - bringing them closer to their love for Bollywood and bringing alive airtel's brand promise of dil jo chahe, paas laaye. airtel's partnership with UTV Movies represents a promising conglomeration of telecom and Bollywood - one that will pave the way for many such strong industry partnerships in the future".

Since the movie is about a robbery, the performances were in keeping with the theme. Rajesh Verma elaborated, "There was huge safe that was set on the stage and following a performance by Farah Khan, she declared, ‘Where is my Tees Maar Khaan and Sheila', to which an airtel marketing representative came up with the key and responded, ‘very safe with us', and opened the safe out which Akshay and Katrina walked out and danced to ‘Sheila ki Jawani'." Following this, Akshay threw t-shirts and other movie-merchandise to the crowd.

The agency was responsible for the creatives and execution and there was no pitch process since the agency manages events for airtel regularly. They were approached with a broad idea of the event on December 16 and because certain permissions couldn't come through, the event was canceled the next day. But with the required licenses coming through on December 18,and since the creatives had already conceptualised, the event team was able to pull it off.