MUMBAI: Paa, an AB Corp presentation in association with Reliance Big Pictures, is set to cast an ‘Auro‘ spell when it releases in 700 screens worldwide on 4 December.
Reliance Big Pictures will release the film in 20 countries worldwide including India, UK, US, Canada, UAE, Australia, South Africa, New Zealand and many others.
The film has followed a week-on-week 360 degree marketing and promotion campaign that kick-started with an innovative teaser and progressed to a novel and eye-catching promotion in multiplexes with Auro‘s on-screen photo slides that 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.
There have been a couple of promotions that have been pressed into operation.
Idea Cellular has 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 are available on the network.
Bajaj Allianz has tied up with the film for an integrated TV advertisement on ‘Child Plans‘ that has been interspersed with the film‘s promos and is currently on air on 24 prime television channels.
On November 14, Paa‘s TV promos carried a special message wishing all viewers Happy Children‘s Day and a mall activation invited father‘s with their children for day-long fun-filled activities.
Big FM is on board as the film‘s radio partner. To maintain the essence of the central character, the 13-year-old Auro has been speaking as himself to all radio and TV interactions while Abhishek Bachchan has been dressing up in his Paa get- up of a white kurta pyjama for all media interactions.
