JAKARTA , Indonesia ( CNN ) -- An Indonesian businessman known for publicity stunts dropped 100 million rupiah , or about $ 10,700 , from an aircraft Sunday to promote his new book . Bank notes are dropped from a small airplane Sunday to promote Tung Desem Waringin 's new book . Tung Desem Waringin circled eight times over a soccer field in the city of Serang , about 40 miles west of Jakarta , emptying bag after black bag of cash . Below , men snatched bills from the hands of young ones . Giddy schoolchildren jumped up and down in excitement , holding up notes they picked up . One man held a blue cap that he had stuffed with money . Another sat in a corner of the field , massaging his feet after a madcap dash for cash . Watch Waringin make it rain » . The stunt was to promote Tung 's book `` Marketing Revolution , '' said Fajar Ramdani , the media coordinator for the event . Tung initially wanted to pull the stunt over the capital of Jakarta , but police , fearing large crowds and potential chaos , did not grant him permission , local media reported . Three years ago , the 42-year-old motivational speaker rode a horse along Jakarta 's main streets dressed as one of the country 's most celebrated war heroes to launch his first book . The book went on to become a best-seller . Millions of people in Indonesia live on fewer than $ 2 a day . The publicity stunt was expected to generate a tremendous response because the country is grappling with rising food and fuel prices . CNN 's Kathy Quiano contributed to this report .
Indonesian businessman circles soccer field eight times , dumping bags of cash . Comment: Businessman wanted to pull stunt over Jakarta , but police feared chaos . Author once rode on horseback through Jakarta , dressed as war hero .