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Auro to visit over 700 screens worldwide on Dec 4 with release of 'Paa'


Brands Idea Cellular & Bajaj Allianz join Auro's 'Paa' brand wagon

Mumbai, November 30, 2009: 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 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 prime television channels. BIG FM is on board as the film's radio partner.

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 day long 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 Illyaraja with lyrics by Swanand Kirkire and cinematography by PC Sreeram.

About Reliance Big Entertainment: Reliance Big Entertainment Ltd. (RBEL, www.rbe.in) is the flagship media and entertainment arm of the Indian conglomerate Reliance Group (www.relianceada.com). It has a significant presence in filmed entertainment (film production, distribution, exhibition and TV content), broadcasting, studio infrastructure, processing, digital services, music, home video, animation, events, out of home, gaming and new media.

Reliance BIG Pictures (www.bigpictures.co.in), RBEL's motion picture brand, has built a formidable Indian film production slate in English, Hindi and several other Indian languages, which it markets and distributes worldwide. The slate has projects with leading production houses and marquee Indian directors, both mainstream and arthouse, including Vidhu Vinod Chopra, Rakesh Roshan, Farhan Akhtar, David Dhawan, Indra Kumar, Anurag Basu, Kunal Kohli, Priyadarshan, Madhur Bhandarkar, Sudhir Mishra, Shaji N. Karun, Shyam Benegal, Rituparno Ghosh, Buddhadeb Dasgupta, M.S. Sathyu and Amol Palekar.

In Hollywood, RBEL has signed development deals with Julia Roberts' Red Om Films, Nicolas Cage's Saturn Productions, Jim Carrey's JC 23 Entertainment, George Clooney's Smokehouse Productions, Chris Columbus' 1492 Pictures, Tom Hanks' Play Tone Productions, Brad Pitt's Plan B Entertainment, Jay Roach's Everyman Pictures and Brett Ratner's Rat Entertainment. Reliance MediaWorks Limited, member of Reliance Group is India's largest film processing, exhibition and services company.


Reliance Group (www.relianceada.com) is among India's largest private sector, business houses and has interests in communications, financial services, health, energy, infrastructure and media & entertainment.

For more information please contact:

Preeti Puri Sharma
Vice President, PR
M: +91 9323367815

Rohini Bhandari
Manager, PR
M: +91 9323290523


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