The first look of the movie was released as part of the 64th Cannes Film Festival. A promotional poster was released during a press conference in which Ronnie Screwvala of UTV Motion Pictures, Madhur Bhandarkar, and Aishwarya Rai officially announced the movie. The director said, "The movie is a glamorous yet bold story of the internal journey of a superstar. I am certain it will appeal to audiences across the globe and Aishwarya was a perfect choice for the role. In fact, no one could've played it better." Screwvala stated "With "Heroine", we plan to take things to the next level. When you watch the film, you will feel that the role was written with someone as talented and stunning as Aishwarya in mind." The actress too admitted that she was "looking forward to this new journey in the movie." It was also announced that Rai will have a wardrobe of more than 40 outfits designed by Manish Malhotra in the film. Explaining why he was launching the project in Cannes, Screwvala alluded to Rai's star power saying, "She is the brand ambassador for India and for Indian cinema when it comes to the French Riviera." The actress was quick to deny any reference to her personal life being portrayed in the movie and said that the entire idea was a result of Bhandarkar's conceptualisation. The official press release distributed as a part of the announcement stated that "The film is based on the life and times of a superstar heroine, Mahi from the dream factory we call 'Bollywood'. The film is a daring, shocking, glamorous, scandalous behind-the-scenes account of the reality behind the world of glitz and glamour that our film stars inhabit. For a country obsessed with films and film stars, "Heroine" will take audiences on a voyeuristic journey to see what really goes on in the lives of India's sweethearts."