When Gully Boy took to the streets with Google Maps

Sneha Yadav
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Excel Entertainment took to social media to announce a UGC activity asking fans to submit selfies with Gully Boy graffiti across India to win a chance to attend the music launch event on January 24.

With 25 million views on YouTube, Apna Time Aayega is buzzing all over the internet and taking Mumbai by storm since it’s launch a week ago. The rap sung by Ranveer Singh himself has won accolades across the country and is on everyone’s playlist.

Ever since ‘Gully Boy’ is announced, there has been constant talks with netizens showering praise socially around the less explored subject of the movie - to put a spotlight on the up and coming underground rappers in the country. Be it Ranveer Singh playing an aspiring rap artist, Gully Boy is touted to be the much-awaited movie of the year.

Amidst all the perpetual reminders surrounding the musical drama on social media, Excel Entertainment took to Twitter and Facebook asking fans to click a selfie with the nearest ‘Apna Time Aayega’ graffiti and share it with the team to stand a chance to attend the music launch event on January 24 and also win merchandise. The activity could only be completed through Google Maps wherein fans have to update it to the latest version to scout for the Gully Boy graffiti in their nearby locations.

The production house also listed down terms and conditions of participation in the activity and is promoting it through the medium of the Excel Entertainment Channel, Website, print media (newspapers), television (promos, astons, bugs etc.), on ground promotions, push SMS, radio, digital media/ online.

Keeping the digital outdoor promotions in full swing, there were a few metro stations including Azad Nagar, DN Nagar and Andheri installing the graffiti creatives reflecting the area pin codes.

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Set to release on February 14, Gully Boy, is not the first one to take the Google Map route. Earlier Yash Raj Films had joined hands with Google Maps for Aamir Khan starrer ‘Thugs of Hindostan’ wherein the fans were able to choose to let the star accompany them on their driving adventures. Users needed to tap on the image of Aamir Khan’s character Firangi from the movie at the bottom right of the Google Maps app. 

The movie marketing business on digital has seen exponential growth in the last couple of years with stats revealing  25-30 percent of the entire production cost is spent on digital marketing. Now, marrying technology with digital is the ‘it’ thing for filmmakers to gain a mass reach going all ‘TechnoDigital’ when it comes to generating pre-buzz around the movies. While many have claimed it to be an effective approach, it remains to be seen how long the trend goes.

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