In bollywood throughout the earlier part of the 20th century, kissing was considered highly archaic. Even in the 1930s, there was little moral policing and most movies had many kissing sequences between the protagonists. But with the Second World war and independence, this came to an end. For over thirty years, there were very few kisses on cinema; even then, they were rare. That began to alter in the early 2000s when movies like Khwahish and murder established a new fashion. Then along came a movie that went a little too far in pushing the boundaries.

The 2013 horror-thriller 3G was directed by Shantanu Ray Chhibber and Sheershak Anand. Many have referred to the movie, which starred neil nitin mukesh and sonal chauhan in the key roles, as an erotic thriller. However, 3G was by no means a huge movie. Nevertheless, the fact that the stars kissed on film thirty times created quite a sensation. The movie is said to have broken the "record" of 20 kisses in emraan hashmi and Malika Sherawat's murder.

But 3G did not benefit much from the excitement. Both reviewers and viewers panned the movie. It is regarded as one of the worst indian movies ever filmed, earning only 12% of the possible points on review aggregate Rotten Tomatoes. It has a poor 3.6 rating on IMDb as well. The movie failed miserably at the box office, taking in just Rs 5.9 crore globally and failing to make up the difference between its net collection and budget.
 
Numerous movies have "challenged" 3G's record since its debut, but none have succeeded in breaking it. Released in the same year, Shuddh Desi Romance had 27 kisses. However, Befikre, which starred vaani kapoor and Ranveer Singh, also had 25.