Commenting on the release plans, Sunil Lulla, President – Eros International, India said, "We are looking forward to releasing Kambakkht Ishq which is one of the most awaited films of the year. Audience and trade reactions to the first look and promos have been extremely promising and we are excited to be leveraging Eros' global distribution in promoting and releasing the film. Kambakkht Ishq is a fun film and with the wide distribution strategy, we hope to reach out to a record number of audiences worldwide".

Nandu Ahuja, SVP, India Distribution – Eros International added, "With Kambakkht Ishq we are striving to reach out to all segments of audiences be it smaller towns, metros, mini-metros and grab maximum possible footfalls into theatres and also combat piracy. Exhibitors of national and non-national multiplexes as well as single screens have been extremely supportive towards Kambakkht Ishq, one of the first major releases this year".

Kambakkht Ishq signifies the first ever Indian film to feature both Indian stars and Hollywood talent on one cinematic canvas - India's top-ranking artists, Akshay Kumar and Kareena Kapoor, with special guest appearances by Sylvester Stallone, Brandon Routh and Denise Richards. An exciting 'chemistry' between a dashing stuntman in Hollywood and a firebrand model, Kambakkht Ishq creates a perfect premise for a thrilling battle of the sexes with music by Anu Malik.