Aamir Khan famously donned several disguises, including that of a beggar and an old man, as part of a high-profile "hide and seek" marketing campaign for his 2009 blockbuster 3 Idiots. How successful was the stunt? Massive, if marketing analytics from the time are anything to go by.
The stunt was part of a marathon "Find Aamir" challenge. Aamir, before embarking on the campaign, made a public announcement that he would travel across India in various disguises. He challenged the public to find him. "He traveled to different cities as a common man. In Varanasi, he dressed as an old man to search for his ancestral home. In Kolkata, he reportedly appeared in a beggar-like attire near the Sourav Ganguly residence to blend into the local crowds," a Times of India report from the time stated.
It's believed that Aamir Khan was embarrassed after the campaign, as he found cosplaying a beggar insensitive. He turned into a barber while promoting PK years later.
