The film was announced in late 2010 by original director Younas Jax. After casting Emraan Hashmi and Sagarika Ghatge, it started filming under the title of Raftaar 24x7. However, after the death of director Desai in January 2011, the film was reported to be canceled. In October 2011, Desai's wife Priyanka announced that she will be completing the film, and it was renamed to Play. In mid-2012, it was finally announced that the film has been completed, and will be titled Rush.