Bollywood runs worldwide with the assistance of Twitter and Facebook: I can’t dance, at times I thought I could dance, but I can’t dance. So to prove the point almost a year ago to the day I danced for nine hours in stifling heat on a rock in Goa.

I was surrounded by hundreds of Europeans, some of India’s biggest film stars and a camera crew that were filming Dum Maaro Dum. The film was released on Friday, 22nd April, and is now showing in 461 Indian cinemas, 95 North American theatres and 67 UK multiplexes.

Naturally I’m cast as a villain, as I was in my first Bollywood film set in 1930 Chittagong, Khelein Hum Jee Jaan Sey. In that film I put a gun to a woman’s head, pistol-whip her when my Sergeant is shot dead and then climb on to a roof and kill the rebel leader.

Dum Maaro Dum is certainly not a period drama and I don’t have a moustache-box as I had on my debut. I am a gangster who does bad things in Goa and let’s just say I come to an end commensurate with my lifestyle. It was a wonderful experience, not least when the rat peed on my fellow Nigerian actor, but that’s another story.

This alternative career came about through my good friend and old Etonian James Foster who runs a chi-chi hotel in Goa called Casa Covale. When he called me up asking me if I wanted to be in a Bollywood movie, the answer was immediately positive.

Consequently, I appeared in these two Bollywood films, did around 40 days’ filming, met (and liked) Bollywood A-Listers such as Abhishek Bachchan, Rohan Sippy and the stunning Bipasha Basu and have bored everybody rigid about my experiences since I returned home last year.

But Bollywood movies are big business in the UK. Last year 16% of UK Box Office revenues were from Bollywood films and the fact that Dum Maaro Dum is showing across the country from Crawley to Aberdeen only underscores this data.

Not only that, but social networks are spreading the word. I Tweeted like a madman when I was on set (one particular favourite being ‘I’ve had this moustache on for ten hours now! #montygoestobollywood’) and I wasn’t exactly shy about letting everybody know on Facebook.

Furthermore, everybody in the cast and the movie stars themselves were at it, leaking pictures and snippets on both social networks. While most of the buzz and controversy around Dum Maaro Dum was about how it portrayed the less salubrious side of Goa, there was also an integrated marketing campaign using both Facebook and Twitter to push the movie.

So, if I can’t dance, can I act? Mmm, probably not very well but I was getting better at it. However, there was one actor who gave me confidence and that was the delightful Vishakha Singh who told me on set that with my stick-on moustache I looked like Robert Downey Jr. in Sherlock Holmes. Misguided, but nice all the same.

So live by the social network, share by the social network. You can follow Vishakha and here’s the Facebook page for Dum Maaro Dum. With any luck, they’ll consequently ask me back to do a third movie and I can owe it all to wonderful social networks.