Hashmi subsequently appeared in several hit films, mostly under the Vishesh Films banner. Critics, however, labelled him as a "one note actor" and criticized his repetitive roles. These characters also earned him the "serial kisser" title and gained him the title of "Hit Machine". Hashmi eventually garnered praise for his performances in Once Upon a Time in Mumbaai (2010), The Dirty Picture (2011), Shanghai (2012) and Ek Thi Daayan (2013). He has established himself as a leading contemporary actor of Hindi cinema.