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'Paa and I' campaign kick starts on November 14, Children's Day

Three week long 'Paa and I' marketing campaign will unfold in malls of Mumbai from Nov 14 - Dec 3


Mumbai, November 12, 2009: Son Playing Father to Father in Amitabh-Abhishek Bachchan's 'PAA' is all set to make this Children's Day special! Every father- son, son- father relationship will explore new horizons, starting this Nov 14 till the release of 'Paa' on December 4, 2009 as the endearing and innovative marketing strategy with 'Paa and I' kick starts.

AB Corp Ltd & Saraswati Creations present 'Paa' in association with Reliance BIG Pictures and produced by MAD Entertainment Ltd. One of the most awaited films of recent times Paa has generated huge interest amongst film-goers due to the unusual rare and emotional subject of a son playing father a unique role reversal between Amitabh-Abhishek Bachchan, in the film and Amitabh Bacchan's look in the film.

In phase I in order to make Children's Day a day of celebration, 'Paa and I' relationship activities have been planned at Oberoi Mall, Goregaon and Nirmal Lifestyle, Mulund in Mumbai on November 14 and 15, where fathers and children can get together to engage themselves in various fun filled activities and get lucky with 'Paa' merchandise. Those that miss the fun this weekend can catch it on the subsequent weekends till the release of the film at various other malls in the city, on November 21 and 22 at Inorbit Mall and Phoenix Mill and on November 28 and 29 at Infinti Mall.

As a part of its consumer engagement promotion strategy the 'Paa and I' campaign aims at going beyond standard hygiene practices of print, media, TV promos and outdoors to break the clutter and grab the audience’s attention by leveraging the concept that the average man will best connect with – the relationship of a father and a son.

This bright and cheerful family entertainer has been directed by R. Balakrishnan a.k.a. "Balki" of Cheeni Kum fame. Other than the venerable Amitabh Bachchan and Abhishek Bachchan, Paa also stars Vidya Balan. The music scored by the maestro Illyaraja, the first Asian composer to score a symphony the Royal Philharmonic Orchestra, is surely something to look forward to. The film has lyrics by Swanand Kirkire with cinematographer 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.

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' PlayTone Productions, Brad Pitt's Plan B Entertainment, Jay Roach's Everyman Pictures and Brett Ratner's Rat Entertainment. RBEL's associate company ADLABS 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 press queries kindly contact:

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

Rohini Bhandari
Manager, PR
M: + 91 9323290523

Aarti Jadhav
Manager, PR
M: + 91 9819993075


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