The poster of movie Rowdy Rathore features Akshay Kumar along with a slogan that reads, "Kheloge Pyaar Se Toh Bachoge Maar Se." The Holi Helpline service is a drive against eve teasing and sexual harassment and it will exclusively be active for March 8 (Holi). The poster also carries a toll free number, which people can avail to curb this menace.
Talking to PTI, Shikha Kapur, Senior VP, Marketing UTV Motion Pictures, said, "As part of our marketing initiative we will be launching the RR help line in Mumbai followed by other cities closer to release. The idea of launching it on Holi is that women should feel safe while playing Holi and they should not stay indoors and miss out on celebrations because of unwanted incidents on that day."