This Holi, women canenjoy unabashedly the festival of color, thanks to a special helpline launchedby UTV Motion Pictures’ Rowdy Rathore.
As part of a socialresponsibility marketing initiative, the action-comedy produced by Sanjay Leela Bhansali and Ronnie Screwvalaand co-produced by designer Shabinaa Khan announced the launch of its “HoliHelpline” in the city, that will exclusively be active for the 8thMarch,2012, as a drive against eve teasing and sexual harassment.
Keeping with thetheme 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 MotionPictures, “As part of our marketing initiative we will be launching the RRhelp line in Mumbai followed by other cities closer to release. The idea oflaunching it on Holi is that women should feel safe while playing Holiand they should not stay indoors and miss out on celebrations because of unwantedincidents on that day. The helpline is launched to so that they can enjoy theday as much as men. So women feel free and enjoy this Holi!”
Directedby Prabhudeva and starring Akshay Kumar and Sonakshi Sinha ,UTV’s Rowdy Rathorethat promises to break the stereotypical boundaries of the action genre isscheduled for a June release