Google Maps and Yash Raj Films have joined hands for an innovative marketing tactic for the film, Thugs of Hindostan. The users of Google Maps can now navigate and drive along with Aamir Khan’s character from the movie on both Android and iOS smartphones.
To get started, one needs to first update the Google Maps app from Google Play or the iOS App Store. Next, after searching for the destination, simply tap the image of Aamir Khan’s character ‘Firangi’, found on the bottom right of your Google Maps app.
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. He’ll be a constant companion during driving over the next two weeks — to work, to the market, or to the movie theatre. There are exclusive voice commands from Firangi as well.
Neha Waikar, Product Manager, Google Maps, 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.”
Manan Mehta, Vice-President, Marketing and Merchandising, Yash Raj Films, said, “Thugs of Hindostan is a very special film. We were aware that no marketing idea that we implement can eclipse the association of Aamir Khan and Amitabh Bachchan. 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’ a part of these journeys. We are confident that people will love the experience and of course the movie.”