The company has in the past used such applications. Speaking about
their tradition of film marketing innovations, Sony Pictures Releasing
India manager marketing Harshavardhan Gangurde says, "The
Spiderman Train from Churchgate to Borivali and The Da Vince
Code Art Frame Hoardings are two of our earlier marketing innovations
which created a huge buzz!
"This time round we felt there was a unique thematic fit between
this huge Volvo Bus and the Ghost Rider Hellcycle which is so creatively
presented on it, both being larger than life."