In an innovative marketing strategy to promote his upcoming film "3 Idiots", actor-filmmaker Aamir Khan has virtually disappeared and is on the run. Last year around the same time, Aamir had set up a barber shop on the streets of Delhi to promote his last film "Ghajini" which became a roaring success.

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And this time, for the next two weeks before the release of "3 Idiots", the actor will be on an adventure trip throughout the country. The film is releasing on December 25. Nobody will know his whereabouts till he wishes to reveal it himself. Aamir has challenged his fans that he will be in their midst and they will not know about it for the next fortnight.

"I don't like to lose. If the participant wins seven victory points, I will concede defeat," the actor said in video message played at a press conference which was attended by other members of the cast, producer Vidhu Vinod Chopra and director Raj kumar Hirani. The "challenge" is part of Aamir's marketing plan to promote the film through Alternate Reality Gaming (ARG).

ARG will be played across media platforms and is an interactive game played in the real world. In the game, the main character (Aamir) will reveal himself periodically and leave clues of his whereabouts. The first clue will be announced by cricket legend Sachin Tendulkar after watching a trial show of the movie today. The riddle which will be read out by Tendulkar will contain the name of the city where Aamir is stationed presently.

The participants will have to log on to idiotsacademy.com and the winner will get to spend the new year eve with Aamir.