Aamir Khan takes over Google Maps this festive season

Netizens are all-praises as users can drive along with Khan’s character from the movie, Thugs of Hindostan, when navigating Google Maps

e4m by exchange4media Staff
Published: Nov 5, 2018 8:42 AM  | 4 min read
thugs of Hindostan

Today’s blockbusters and smash hits have much bigger budgets than those made in more recent decades. To offset those enormous production costs, films need marketing campaigns that fully engage audiences to stir up the hype necessary to generate a net profit in ticket sales. And when the movie is releasing right in time of the festive season, creating noise around it is given.

Aamir Khan-starrer 'Thugs of Hindostan' is all set to release on November 8.  For the same, Google Maps and Yash Raj Films (YRF) have collaborated together for a unique marketing campaign where people can choose to let Khan accompany them on their driving adventures on Google Maps for the next two weeks. They have the option to drive along with Khan’s character from the movie as they navigate using Google Maps on their Android or iOS smartphone.

To get started, they’ll need to first update their app from Google Play or the App Store. Next, after searching for their destination, they can tap the image of Aamir Khan’s character Firangi, found on the bottom right of Google Maps app which will enable the experience! Once enabled, the navigation arrow will be replaced with Aamir’s character from 'Thugs of Hindostan' - riding his donkey as he does in the movie. Voice commands will also be tweaked to his character.

The innovative marketing campaign could help users dive into immersive interactions with Khan’s character. And netizens were all-praises for the movie-marketing tactic. It seems to have built the excitement around the movie just right. Here's what they said.





“We are truly excited to bring a first-time India-specific entertainment experience to Google Maps in India. As people gear up for Diwali and to watch 'Thugs of Hindostan', we wanted to do our bit by making their driving journeys more fun and playful. Huge thanks to Tanuja Khetwal, Manan Mehta and the entire YRF team for helping make this possible, and we wish the movie every success,” said Neha Waikar, Product Manager, Google Maps.

“'Thugs of Hindostan' is a very special film. As YRF, we are on the journey to create many firsts with it. It’s not only the biggest Bollywood movie produced till date but also for the first time ever brings together two legends of Indian Cinema, Mr. Amitabh Bachchan and Mr. Aamir Khan. We were aware that no marketing idea that we implement can eclipse this. So we had to think of creating a first time, unparalleled and unrepeatable marketing idea to promote this film. And in Google Maps we found a perfect partner to do so. Google Maps is now a household name in India and is extensively used to travel around in our daily lives. We had a great time working with the team at Google to make Firangi’sa part of these journeys. We are confident that people will love the experience and of course the movie,” said Manan Mehta, Vice President Marketing and Merchandising, Yash Raj Films.

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