Aamir Khan recently joined hands with `Britannia` for a post release promotional campaign for the film. The campaign consists of `The Britannia Lagaan Match,` in which the consumers of Britannia, if lucky, get to play cricket with the `Lagaan XI.`

This bright idea was Aamir`s. "I had thought of this idea even before the film was released, " he confessed. There would be some early bird prizes, which would be bats autographed by each of the eleven players of Lagaan XI. The reason behind such a promotional campaign is just to give the audience memorable moments and to keep the charm and spirit of the film, alive. "Monetary benefits is not the aim," Aamir announces candidly.