Akshay Kumar is looking for rowdies in multiple cities. In a new marketing ploy, Rowdy Rathore makers have tied up with a radio station to do a nationwide contest to hunt for the rowdies — the do-gooders who stand up for justice or do something noble for society. The chosen gang of rowdies will promote the film alongside Akki in all the cities.

The Rowdy Hunt will take place in Ahmedabad, Hyderabad, Jaipur, Lucknow, Mumbai and New Delhi. Akshay will personally seek the hidden rebels and rowdies through the radio station. “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,” says an insider close to movie’s marketing team.

“It’s going to be very different. The idea is to do something completely new besides just the mundane press conferences to promote the film. Since it’s a new strategy, people will notice us everywhere. As far as Akki goes, he is in sync with all the promotions and marketing decisions,” says co-producer Shabina Khan. Out of all callers, the radio station’s RJ will select the best five rowdies of each city on the ‘rowdy meter’. “It will be a platform for the people of the city to express their rowdy quotient from their personal experiences,” says the insider.