Fenil and Bollywood

Ash in charge of publicizing Paa

Posted on: October 31, 2009

Aishwarya Rai Bachchan is playing the good bahu to the hilt; she is taking charge of the marketing strategy to aggressively promote her father-in-law Amitabh Bachchan’s production, Paa

By Vickey Lalwani (MUMBAI MIRROR; October 31, 2009)

Amitabh Bachchan has a new ally. He can now count on his bahu Aishwarya Rai’s savvy to help him resurrect ABCL (now AB Corp). She is determined to see that Balki’s Paa is a success and has involved herself in many aspects of promoting the film, including laying down the marketing strategy.

 

Since she returned from Malshej Ghat after completing her schedule of Mani Ratnam’s Raavana, Paa has become her priority. After all, it stars her beloved Pa and husband Abhishek Bachchan.

A source said, “This is perhaps the first time that Aishwarya is involved in the marketing strategy of a film. Aishwarya wants Paa to be a big box-office success. She is leaving no stone unturned to see that it works with the audience.”

So what exactly is Aishwarya doing for Paa? Our source revealed, “She is taking almost all the marketing decisions related to the film and laying down various strategies on how to promote it. For this, she is spending hours with the creative and the marketing teams.”

The Bachchan men consider her inputs very valuable and most of her suggestions are being implemented in a big way. Director Balki said, “Paa is an AB Corp production. So, I am sure that Aishwarya is involved with the film in different ways.”

Aishwarya Rai Bachchan

When asked to elaborate, Balki said, “Today, a film in not just restricted to promos and trailers in terms of promotion. A lot of events and onground activity also form a part of the promotional strategy. Aishwarya has many wonderful suggestions about the same.”

Paa has an unconventional storyline where Amitabh plays Abhishek’s son. Going all out to make it a commercially viable product, Aishwarya has engineered the holding of certain events. Balki added, “Aishwarya has ideated some thematic events which will add to the excitement of the film. We will be holding those events nearer to the release of the film. Those events will help us reach out to a lot more people. I can’t divulge the theme at this point of time. Paa’s release is still a month away.”

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