John Abraham refuses to follow through with marketing idea to ask his buddies to help out with promotions

A source reveals, "It was going to be a -fledged campaign for the film with banners and posters featuring different people from the industry.

John was to ask his actor and director friends from the industry -- Karan Johar, Abhishek Bachchan, Genelia D'souza, Priyanka Chopra and others -- five things they want to do before they die. That's the message of the film: not wasting time in procrastinating dreams. Initially, John sounded very excited, but later backed out."

After the actor was given a wishlist of people he had to contact, he hesitated. "He felt like it would be asking for a huge favour and the thought embarrassed him. He immediately told the marketing team to drop the idea and work on something else as he didn't want to be a part of it."

Confirming this, Priti Shahani of Reliance Big Pictures who's distributing the film says, "We understand completely, it is asking people to help out and that's not something John is comfortable with."