As is the way of Bollywood, the director herself, Pooja Bhatt, is fanning the flames of conjecture. She refuses to confirm or deny Ms. Leone's role in the film, simply saying that whoever is in the film, "There is no reason why any actress under the sun should be apprehensive about a sequel to Jism or a design (first look) as pathbreaking as this." In this case, pathbreaking is a synonym for nekkid.
If you'll notice in the image above, the producers have very carefully hidden the subject's face. This is simply to give the audience a taste of what they are going for. They have stated that once the final selection is made, the final poster art will be adapted using the image of the actress in the role. Some rumors are spreading that if Sunny Leone doesn't end up with the role, it will be offered to Mallika Sherawat (Hisss), who also doesn't seem to have much of a problem getting her kit off.
In any case, Ms. Bhatt knows how to scare up some publicity. The day after the first look was unveiled, it apparently appeared on the front pages of trash mags across India with the headline, "Whose Jism is That!" Clever, I must admit.