Aamir Khan highlights plight of weavers during his film promotion

Bollywood actor Aamir Khan serendipitously highlighted a social cause, while promoting his forthcoming film 3 Idiots.

Khan, while on a two-week adventure tour to different parts of country to promote 3 Idiots, reached Chanderi district in Madhya Pradesh on Monday, along with fellow actor Kareena Kapoor.

The district is famous for its ancient craft - handloom textile weaving - which, however, is now on a decline.

Khan and Kapoor met some craftsmen who weave Chanderi's famous sarees, and swore to save the craft of Chanderi weaving from dying out.

They even spent an entire day and night at a small village called Pranpur in the Chanderi district, meeting and interacting with several weavers.

Earlier, Khan had roamed around Varanasi incognito as part of a unique marketing strategy to promote 3 Idiots.

Khan has described this as an 'Alternative Reality Game' (ARG) of 3 Idiots', wherein fans would be able to locate him through a series of subtle clues about the city or town he is in, and the guise he would be in, without giving away his whereabouts outright.

An announcement was made on television that whoever would identify and find Khan in his disguise would be given free tickets for the movie, and as a bonus, Khan would spend New Year's Eve with the winner and his family.

3 Idiots is the celluloid adaptation of author Chetan Bhagat's best-selling novel Five Point Someone.

Directed by Rajkumar Hirani, the film is a story of three friends, whose dismal grade point averages at the Indian Institute of Technology influence their friendship, love lives and career choices.

The film set to release on December 25.