By Hindustan Times

New Delhi, Aug. 16 -- John Abraham has, until now, been following the traditional route of movie marketing. But it seems like the once-upon-a-time client-servicing executive has put his learning from the advertising industry to good use in his movie promotions this time.

The actor rappeled down a hoarding in Juhu, Mumbai to unveil the first poster of his next film, Jhootha Hi Sahi, which releases on October 15.

The actual poster was covered by another that read 'John is a liar' in bold letters. John ripped the poster while rappelling down a height of 100 feet to unveil the first look of his romantic comedy directed by Abbas Tyrewalla.

Abraham confirmed, "I've never been so excited about any promotional concept before. This is special." The actor hadn't shown any apprehension or fear as he recalled rappelling down 46 storeys for a scene in the film New York. However, producer Madhu Mantena was more forthcoming: "Along with our marketing team, we figured this would be a more innovative way."

Interestingly, the actor performed the stunts without any prior rehearsals. Mantena described Abraham as a daredevil raring to go: "We had considered the logistics and planned the entire stunt accordingly, including the necessary safety precautions. We also had a medical team ready with an ambulance, just in case." Conceding the element of risk involved in the act, the producer asserted, "We got the best safety experts to ensure that nothing happened to John."