Co-starring alongside Katrina Kaif, Imran Khan, and Ali Zafar, he played the role of Khan's friend. "Mere Brother Ki Dulhan" proved his second consecutive box-office hit and earned over worldwide. In 2011, he also appeared in a cameo role for the successful romantic comedy "Tanu Weds Manu", which marked the first of his four films with Aanand L. Rai. In 2012, Ayyub took another supporting role—this time in Kunal Deshmukh's thriller "Jannat 2", co-starring Emraan Hashmi, Esha Gupta, and Randeep Hooda. Initially titled "Informer", its title was changed to "Jannat 2", making it a sequel to "Jannat" (2008). The film garnered a mixed critical reception, but eventually emerged as a financial success with global earnings of over , becoming Ayyub's fourth consecutive box office hit. Ayyub next appeared in Aanand L. Rai's romantic drama "Raanjhanaa" (2013), alongside Dhanush, Sonam Kapoor, and Abhay Deol, in which he played the character of Dhanush's friend. The feature received mostly positive reviews and proved to be a major commercial success with a worldwide revenue of more than . In his next film—Hansal Mehta's National Film Award-winning biographical drama "Shahid", starring Rajkummar Rao as slain lawyer and human rights activist Shahid Azmi—Ayyub played Arif Azmi who is Azmi's brother. The film generated overwhelmingly mixed reviews though became commercially successful at the box office. In 2014, Ayyub reteamed with Kunal Deshmukh in the action comedy "Raja Natwarlal", which starred Emraan Hashmi as the titular protagonist. The film received positive reactions but turned out to be a major box-office failure, grossing on a budget of , and generated unfavourable profits for Ayyub's performance. In 2015, Ayyub appeared in four films, the first of which was Abhishek Dogra's directorial debut—the comedy "Dolly Ki Doli", co-starring Sonam Kapoor, Pulkit Samrat, Rajkummar Rao, and Varun Sharma. The film, about a woman who marries men from different religions and runs with their wealth on the wedding night, received negative reviews and flopped at the box office.