After a brief hiatus, Emraan Hashmi is back in business. He had an eventful start to the year with the commercial success of 'Jannat 2' and the critical acclaim for 'Shanghai'.

Now after taking a well deserved European holiday, he is already finding himself in the thick of things with shooting of 'Ek Tha Daayan' and promotional activities for 'Raaz 3'.

While one of the most unlikely stars in the business of Bollywood is continuing to make unconventional choices, he also attributes to a conscious decision of not really following the routine.

"This goes with the core ideology that I have followed ever since I started", says Emraan who has come a long way from his 'Footpath', 'Tumsa Nahi Dekha' and 'Jawaani Deewani days, "Whenever I have played on a risky wicket, I have had had success coming my way. I have realised that audience too expects the same from me.

This also means that I would most probably fail if I take a conformist approach.

Well, at least my current standing dictates so." However his 'Shanghai' didn't quite do wonders at the box office even though it again wasn't a routine outing for him. "See, 'Shanghai' was never meant to be a run of the mill film.

It had its own unique space and was always meant to be a departure from conventional Bollywood films. We conveyed the same in promos as well and stated during the press meets and other conversations that this was an issue based topical films.

I credit Dibakar for being brave enough to pick such subject and tell a serious story without getting preachy. Personally too it worked for me as I saw good response from audience, trade, industry and critics alike", says Emraan.

Meanwhile there are better results expected from Vikram Bhatt's 'Raaz 3' which brings him back into the horror zone and releases all over on 7th September.