You can say that it is one of the first times ever, with Gabbar Is Back, that a film was promoted using unconventional mediums that directly reach out to the aam aadmi. These included LPG cylinders, dabbawalas, public transport and local hangouts like chai stalls and pan shops. This campaign thrived on reaching out to the masses and each branding element was customised and integrated with witty Gabbar Singh dialogues like 'Chai piyo, chai paani nahi' at a tea stall or at a petrol pump, where the message read, 'Corruption gaya tel lene.' Social media was buzzing with interesting memes, contests and four motion teasers, with the first teaser alone garnering an astonishing number of views on a micro-blogging site.