India, Nov. 4 -- In this age of algorithmic tracking and maximising campaign traction, things like song launches are carefully planned and orchestrated. The drop times are carefully planned and discussed to get more eyeballs. Not for Salman Khan, though. On Wednesday morning, the Bollywood superstar took to social media and, without prior notice, shared a video of his new song, Teri Sexy Beauty. And all this, at 5 AM, before half the country had even woken up.

On Wednesday, Salman shared a teaser of the song on Instagram around 5 AM. In the caption, the actor used wordplay about catching an early-morning flight as a cheeky reference to the song's lyrics. "Departure time 5:12 am.. Flight on time, 2 pegs down taking off with my sexy beauty...