This Holi, women can enjoy unabashedly the festival of color, thanks to a special helpline launched by UTV Motion Pictures’ Rowdy Rathore.
As part of a social responsibility marketing initiative, the action-comedy produced by Sanjay Leela Bhansali and Ronnie Screwvala and co-produced by designer Shabinaa Khan announced the launch of its “Holi Helpline” in the city, that will exclusively be active for the 8th March,2012, as a drive against eve teasing and sexual harassment.
Keeping with the theme of the film,the poster which reads “Kheloge Pyaar Se Toh Bachoge Maar Se” comes with a toll free number that women can avail of -Says Shikha Kapur, Senior VP, Marketing UTV Motion Pictures, “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. The helpline is launched to so that they can enjoy the day as much as men. So women feel free and enjoy this Holi!”
Directed by Prabhudeva and starring Akshay Kumar and Sonakshi Sinha ,UTV’s Rowdy Rathore that promises to break the stereotypical boundaries of the action genre is scheduled for a June release.