Matlab, shirtless poster was inevitable in this scenario. They haven't done exclusive photoshoot for Sudeep for south market. They used everything from climax.
Lead Hero is Salman Khan only.
Even in the case of Jai Ho, they released the shirtless poster post release only. Dabangg 1&2 didn't release shirtless posters. Infact, when all the build up goes in for shirtless scene, no point revealing it before release. They started it with Wanted & Veer. Ofcourse Veer was required and Sultan ones too were justified according to their content.