MUMBAI: AB Corp Ltd. and Reliance BIG Pictures will release Paa in 700 screens worldwide, including print and digital.
Directed by R. Balakrishnan aka Balki, the film will release in 20 countries worldwide including India, UK, US, Canada, UAE, Australia, South Africa, New Zealand among others.
In the film Amitabh Bachchan plays Auro, an intelligent 13 yr old boy with a rare genetic defect, progeria, while Abhishek Bachchan and Vidya Balan play his parents.
The film has followed a 360 degree marketing and promotion campaign which kick started with a teaser and moved on to promotions in multiplexes with Auro’s on- screen photo slides. On 14 November , Paa’s TV promos carried a special message wishing all viewers Happy Children’s Day and a mall activation invited fathers with their children for day long activities.
Besides that, 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 will 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 television channels. BIG FM is on the film’s radio partner.
The film is slated to release on 4 December, 2010.
