Viacom 18 Motion Pictures wanted to promote their movie 'Bhaag Milkha Bhaag' based on the legendary athlete Milkha Singh. The objective was to use augmented reality and let the users participate in a 400m race in a virtual stadium, just like Milkha !
We created a virtual stadium and connected it to a physical treadmill for users to run on the virtual track ! Users could see a first-person view of the stadium as they ran around the track, the screen reflecting their running speed ! As they finished the race, their timing would flash on screen, indicating if they had beaten Milkha's record.
Over 3000 enthusiastic runners experienced the innovation themselves while over 10000 individuals witnessed it ! The PR buzz was unprecedented and the movie became the 2nd highest grossing Indian movie of 2013 !