MUMBAI: Bajaj Allianz today ties up with the upcoming Abhishek Bachchan – Vidya Balan starrer Paa to extend its Jiyo Befikar message. This tie-up further emphasizes the importance of financially securing a child’s future through Bajaj Allianz Child Plans.

Continuing on the lines of the Child Plans campaign already on air, Bajaj Allianz has introduced an integrated advertisement on Child Plans which has been interspersed with the promo of the film.

Paa, which is due for release on 4 December, is a movie about a 13-year old boy, Auro (played by Amitabh Bachchan) who suffers from a rare genetic disorder, Progeria.

Commenting on this association, Bajaj Allianz head – marketing Akshay Mehrotra said, "In a country where Bollywood is nothing short of a religion, here is a unique opportunity to combine the story of an emotional relationship between a father and son with our unique Child Plan campaign. The integrated advertisement re-emphasizes the need for parents to think about their child’s future and plan for their finances. The real life, and now reel-life, father-son relationship between Amitabh and Abhishek epitomizes how security can bring you happiness and comfort, which is a reflection of our Jiyo Befikar message."

Responding to the tie-up, director R. Balki said, "Financial planning for a child’s future is an important element of the responsibilities that come with being a parent. It is a privilege to be associated with Bajaj Allianz and I feel this is a great initiative to spread awareness about Child Plans."

The integrated Bajaj Allianz and Paa promo is currently running on 16 prime television channels.