Directed by R. Balakrishnan aka Balki, ‘Paa‘, an AB Corp Ltd. presentation in association with Reliance BIG Pictures is all set to cast an Auro spell worldwide. Come 4th December, Reliance BIG Pictures will release ‘Paa’ in 700 screens worldwide, including print and digital. It will release in 20 countries worldwide including India, UK, US, Canada, UAE, Australia, South Africa, New Zealand and many others.
Idea Cellular had tied up with ‘Paa’ for an activity based on ‘Talk to Auro’ concept, wherein callers can leave messages for Auro on an Idea number and in return receive calls from Auro on a pre-determined date. This will be promoted through a co-branded TV advertisement. Apart from this, ring back tones in Auro’s voice and other value added services too would be available on Idea network. Bajaj Allianz has tied up for an integrated TV advertisement on Child Plans, which has been interspersed with the film’s promos and is currently on air on 24 prime television channels. BIG FM is on board as the film’s radio partner.
.JPG "Abhishek Bachchan promotes film Paa at BIG FM 92.7 in Mumbai on 16th Nov 2009 (26)")
The film has followed a week on week 360 degree marketing and promotion campaign which kick started with an innovative teaser and progressed to a novel and eye- catching promotion in multiplexes with Auro’s on- screen photo slides which read ‘Please stand up for the national anthem or else I will tell my Paa’, ‘Please switch off your mobile phone or else I will tell my Paa’ and ‘Don’t dirty the theatre or I’ll tell my Paa’ poster on trash cans. On November 14, Paa’s TV promos carried a special message wishing all viewers Happy Children’s Day and a mall activation invited Paa with their children for daylong fun filled activities.
Not forgetting the Auro dance that was introduced in the film promos has caught the nation by fire? dabbawalas, fishermen, traffic policemen, school and college kids, housewives have all been dancing to the tunes of Auro. To maintain the essence of the central character, the 13-year-old Auro, has been speaking as himself to all radio and TV interactions and Abhishek Bachchan has been dressing up in his Paa get- up of a white kurta pyjama for all media interactions.
Other than Amitabh Bachchan and Abhishek Bachchan, ‘Paa’ also stars Vidya Balan. The music scored by the maestro Ilaiyaraaja with lyrics by Swanand Kirkire and cinematography by PC Sreeram.
