In a novel way to promote their film, the makers of Akshay Kumar-Sonakshi Sinha starrer `Rowdy Rathore` have set up a special helpline number to tackle eve-teasers on Holi. Producers UTV Motion Pictures and Sanjay Leela Bhansali and co-produced by designer Shabinaa Khan, announced the launch of its Holi Helpline service in the city, that will exclusively be active for March 8 (Holi) as a drive against eve teasing and sexual harassment.

The poster of `Rowdy Rathore` featuring Akshay reads `Kheloge Pyaar Se Toh Bachoge Maar Se` and comes with a toll free number which people can avail to curb this menace. "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," Shikha Kapur, Senior VP, Marketing UTV Motion Pictures said in a statement.