“Rathore, Vikram Rathore” aka Akshay Kumar is soon to flag off a nationwide hunt in search of the country’s most popular “Rowdies” as part of the latest promotional campaign for the action –entertainer Rowdy Rathore directed by Prabhudeva.

UTV ties up with radio partner RED FM for a “Rowdy Hunt” – a contest to look for social do-gooders and others who work towards social betterment – winners of which will accompany lead star Akshay Kumar to promote the film during his tours.

The hunt will take place in Ahmedabad, Hyderabad, Jaipur, Lucknow, Mumbai and New Delhi, where callers are invited to share their grievances and tackle the culprit on a public platform in true “Rowdy” style.

The RJ/host will then select 5 rowdies in each city based on a “Rowdy Meter” who will then comprise Akshay Kumar’s Rowdy Gang in a particular city.

Talking about the hunt says co-producer Shabinaa Khan “Its going to be very different .The idea is to do something completely new besides just the mundane press conferences to promote the film.”

If sources are to be believed,Akshay Kumar is very kicked about the idea and is chalking out his schedule to ensure his full support to the hunt -

“Akshay is personally very excited and is in sync with all the promotions and marketing decisions”adds Shabinaa.

The original action hero Akshay Kumar is back as “Rathore, Vikram Rathore” in UTV‘s mass action entertainer Rowdy Rathore produced by Sanjay Leela Bhansali and Ronnie Screwvala and co-produced by designer Shabinaa Khan.

Rowdy Rathore is scheduled to release 1st June, 2012.

Watch 'Rowdy Rathore' - Trailer