Akshay Kumar's publicity gimmick for Rowdy Rathore

Bollywood is getting more creative and innovative with its marketing strategies. Recently, men dressed as sperms danced at the music launch of Vicky Donor, and Ajay Devgn and Anil Kapoor raced on the F1 track to promote Tezz. And now, Akshay Kumar is planning to do a nationwide contest to hunt for the rowdies. The chosen gang of rowdies will promote Rowdy Rathore with Akshay Kumar in all the major cities.

According to a leading website, The Rowdy Hunt will take place in Ahmedabad, Hyderabad, Jaipur, Lucknow, Mumbai and New Delhi. Out of all callers, the radio station’s RJ will select the best five rowdies of each city on the ‘rowdy meter’.

An insider close to the movie’s marketing team said, “Listeners will be encouraged to bring out their pent up frustration and put it to a good use. Akshay is personally excited. He has already been informed in detail about it.”

Rowdy Rathore is directed by Prabhu Deva and it also stars Sonakshi Sinha in the lead role.