Tuesday, November 10, 2009

पा (Paa) the Film

The teaser ads last Thursday showed just a bald head inside a cardboard box with a caption saying ‘See you in December’. But that was enough to make Paa a part of everyday conversation.
Such teaser ads, normally associated with an FMCG product, are being used for the promotion of a film for the first time, that too more than a month before the actual release date. Paa, in which Amitabh Bachchan plays the role of a 13-year-old boy with an extremely rare genetic defect that causes accelerated ageing, has many other firsts to its credit.
For one, the Big B is planning to visit schools to educate children about the disease called progeria which makes a person look five times older than his actual age. Says ad veteran R Balki who has directed the film and is the brain behind the campaign: “The story is sensitive, so we have to avoid the usual razzmatazz associated with a Bollywood movie”.
But Balki, who had directed Bachchan in another movie called Chinee Kum, is thrilled with the response that the teaser ads have generated. “The noise level has beaten our expectations,” he says.
It’s also the first time that Aishwarya Rai (Bachhan’s daughter-in-law) will take on the role of overseeing the promotion of the film, which has been co-produced by ABCL Ltd (making it a home venture) and Reliance Entertainment.
In yet another novel experiment, instead of the usual credit titles, Jaya Bachchan will be introducing the cast and crew of the film. Though used in Hollywood, this is the first time that a Bollywood movie will do this.
The content of the film, a emotional story of a father and son, itself is unique – apart from Bachchan playing a 13-year old boy, his son, Abhisek, will the play the role of his father — a big enough reason promoted subtly to generate curiosity.
And all this has been achieved without much cost, says Balki. “Everything has been taken care of by the novelty element which has got people talking. More than making an expensive campaign, our idea was to design it in such a way that more than Bachchan, it’s his character that people talk about,” Balki says.
In any case, the most expensive element in the Rs 16 crore film (the low budget is understandable as it’s a home venture of the two main stars) was Bachchan’s make-up which cost 10 per cent of the total budget. No wonder it used to take four hours to put on the make-up and two hours to remove it.
Analysts say the clever campaigning has done exactly what Balki wanted – Brand Paa has become bigger than the superstar.
Hiren Pandit, Managing Partner of Group M, thinks it’s a brilliantly executed campaign. “The production houses know that the high point of Paa is Bachchan's character and look in the film. So the campaign is a build-up to that selling point. This has been backed by great PR initiatives which are creating a huge curiosity,” Pandit says.
The other important contributor to the fim’s promotion is its highly interactive website – paathefilm.com. The question – Do you like Amitabh’s Paa look? — has got record response over the last four days.
It’s also for the first time that the Big B is promoting any of his films on his blog.
Film promotion, clearly, has never reached such heights before.

35 comments:

pragya said...

paa is amitabh bacchan one of the best movie.. I am will go tomorw to see that movie.

Anonymous said...

supper sir i like this type of real acting by my heart & wish you long live - Dr Pawanjeet- Meerut

Prahlad Shrivastava said...

i have no words about your movie "paa". It's superb movie. You & your team have many congratulations for this.

nilufar said...

Mr. Bachan
Sach kahun mere paas lafaz nahi hain apki tareef bayan karne ke liye, m just 23 yrs old girl n very much impressed by your acting your personality your voice everything,. Literally jab maine Paa dekhi . or first time jab aap school fnction me door se andar daqil hote hain apko dekh kar meri ankh se ansu agaye the.Outstanding jo apne kiya koi or kar hi nahi sakta tha impossible. Us tarha ka makeup, acting, dialogs, the way you present Auro fabulous. Sach keh rahi hun jab Film ke end me Auro marr raha tha mera dil itna bhari hogaya tha i was not able to stop my tears. bahot takleef horahi thi ke wo na mare, but that was the fact, jo apne itne ache se nibhaya ke haqeeqat lagne laga.but after the end felt very good ke aap phir se hamara dil jeetne me kamiyab ho gaye..

Apne apni performance ki maala me ek or bahot hi khoobsurat sa moti piro liya "AURO".

Anonymous said...

hello sir dn no how i am gna write just tryin 2 share with u smtin 1st of al thnks 2 do al ur afforts 2 bring indian cinema in world map n givn visin to actin frm luv story 2 dif caracters like black n kabhi khushi kabhi gum babul n lot like chup ke chupke abhiman sarkar alaadin n many more n obius pa now let me cum to the point PA i stl didnt watch but dien 2 watch i am in south africa frm last 6yrs roots in india gujrat on october 18th 09 sundy tyms south africa article in lifestyle page 10 titel COMING OF AGE was readin article abt artist LEON BOTHA who got progeria n he is on of the oldest serviving person in world with this disease n tht person is famous as artist n nt becz of disease but becz of is passion to do smthing in life untl he got tym n not to sit n cry abt life n smwr tht dedication i seen from ur work n passion tht u just dn work for money u work as artitst n try ur level best to mould u in tht charecter wt u ply smhow i got tht feeling tht u must hav studied lot abt progeria n u mange to undstand tht trouma of life n with smile let ur self walk on death path n smwr strongly got tht trust on u tht u l manage to undstand lion botha becz u plyd tht role wat tht person actuly goin through n secondly u also mature artist n leon also dedicated artist n as per his photographer gordon its amazing to see lion in his photo shoot
BEETWEEN LIFE AND DEATH n TO see him in boxing ring with boxing cloth n gloves with ready to fite n sitin on chair reading fashon magazine n siting under the tree with beatiful girl like adam n eve it shows tht lion vision for life is ahead then coman he also trying to giv vision to ppl to see life difrantly so as u too n he is rare human being n he cuming up with is exibition WHO AM I in january 13th 2010 in cape town my humble requst to u share smtin with hm becz i dn no him nither u but knows litle abt u both through media n got strong feeling tht both artist cn share lot joy n inner depth becz both like to do things with introspecton i no i tuk ur lot tym but i no u l do smting after reading n pls forgiv me for my spell mistke first tym wrote so much n tht also on blog n as u my favroite prasnality so hands shake wn try to write abt wt wnt u to write n how u l take this mattr n will u undstnd wat i am trying to pass msg
thank u sir for givin ur pricious tym god bless u
from
purvi desai cel no 00 27836005711
my emai purneet2003@yahoo.com
purneet2003@gmail.com

neetu said...

Dear Amitabh ji,
Its easy to perform a role but difficult to actually live it . Yes I am talking about Paa movie . You could actually work further towards its research . I am a doctor in Canada and I made my contribution towards this research project in USA .I am not linked to them but want to think about future prevention and cure for these kids .here is the link to them http://www.progeriaresearch.org/
Hope you will make some contribution there too.
Thanks
Dr Neetu Saini , MD , CCFP , ECFMG

Amit k. Gupta said...

paa...

i seen paa and was surprise........

too good paa

i wanna to talk to u bcs i always think that u r my paa...

i was surcharging ur blog from last 3 month at last i got ur blog to express my feeling.

i seen ur interview on ibn7
at that moment i told that this is headline...... i wanna to see u only but till date my dream is dream..

plz mail me amitgupta.mba@gmail.com

Morning Shows The Day said...

I love this movievery much

Morning Shows The Day said...

Please send me your email id.
my- ankit1234583@hotmail.com

Anonymous said...

hello sir...i am a common person , a doctor by profession,,going thru tough phases of life..u r a real legend sir,u give a lot of strength and positive hope towards life to us through ur movies like paa...i am very inspired just 23 years of age have realised that to acheive anything in life a person s heart shud be young and strength ful not body..thanks alot sir..Dr..aparna

The Crap Creator said...

When we have people like Amitabhji and Sachin you know there is hope. The world is still a place worth living. You know they will do things that are right and righteous.

GUDDU BAJPAI said...

HELLO BACHCHAN SAAB APUN APKA CHOTA SA FAN HE HE HAWA DENE WALA FAN NAI BOLE TO APUN APKO LIKE KARTA HE BACHPAN SE TO WO ALAG BAAT HE APP APUN KO NAI JANTA PAR APUN APKO JANTA HE --1ADVICE HE YA REQUEST SAMAJH LIJIYE HUMKO LAGTA HE AAP SAMAJ / HALAAT SE SAMJHOTA KARNE LAGE HE AISA MAT KARIYE APKA APNA STYLE HE JAMANE KO APNE JAISA BANAIYE AND 1BAAT AUR ABHISHEK ME TALENT APKE JAISA HI HE PAR UNKO TARASHNE KI JARURAT HE HUM CHAHTE HE WO APKA NAAM KO AUR ROSHAN KAREN PAR AFSOS ABTAK TO AISA NAHI HE----WAISE AP BADE ADMI HE PAR TIME MILE TO APUN KA BLOG BHI DEKHO NA MAZA AYEGA AND REPLY AT MY BLOG ITS WWW.GUDDUBAJPAI.BLOGSPOT.COM

GUDNIGHT BHAI GANGA KINARE WALE SO JAIYE NAHI TO JAYA JI MARENGI

Anonymous said...

i m ur fan. i love ur movies.
wish u d very best for the future.

sunil said...

It is best movie forever.

ARyan said...

dear sir,
hum app se ye kehna chahte hai ki app apna chaat lijiye.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
/.
.
.
.
.
.
.
.
.kya?
..

..
.
.
.
.
.
.
.

.
.
.
lolipop.
.
hahahahahahahahahahahahahahahhahaha.......................



paaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa......................

miheeka hiswankar said...

i like your movie and the innocence of the character.
from : MIHEEKA HISWANKAR

Amar said...

Big B such as a good actor he is whole film industry PAA

taio said...

interesant

Kevin said...

I have heard many times about your blog but never visit it. It is my first time I am here. I like your acting in this film. You are a wonderful actor.

Hair removal

rakesh said...

paa film is very good i like of this film Amitabh bacchan role is very atractive I want meet of Amitabh bacchan




Rakesh kumar from Allahabad

rakesh said...

Amitbh Bacchan is a very good actor
http://www.indiragandhimobileinstitute.com/

rakesh said...

amitabh sir just make film

http://www.indiragandhimobileinstitute.com/

Ankit said...

The movie is wonderfull. I like it i m big fan of u sir ..

indiafast said...

I Like this Movie.Where AmitJi climb other Top Portion Of Everest

onelove72 said...

big b ....... you r great ...........i m spch lessssssss../...... no coments ..........i love u ....

Manish Lone said...

Dear Bachan Sir

I am wishing you first time in my life a happy birthday to you. My entire family including my children and parents are joining to wish you happy birthday.

May Lord Jesus grant you peace and good health. I kept my first daughter's name as Shweta and second daughter as AMITA


Manish Lone (manishlone@hotmail.com) 11.10.2011

bittu said...

Hello Sir Big Be Read My Blog About Steve Jobs, Steve Woz, Tiger Killing, Parker Pen History And Much More. http://bittugandhi.blogspot.com/?spref=gb

Have a great day;

Yours Faithfully
Bittu Gandhi
(Researcher, Author, International Record Holder)

jik said...

These are the legends of Indian. Each one has given their valuble contributions to their country. A big salute to these great peoples. Well done and good luck.

Play angry Birds said...

Great film ...nice acting ..

AMC Square Review said...

"Great post! |3uy ch34p v14gr4 w1th fr33 5h199ing." amc square reviews

AMC Square Review said...

"Great post! |3uy ch34p v14gr4 w1th fr33 5h199ing." amc square reviews

bharti sharma said...

बिग बी की दिवाली पार्टी में बॉलीवुड के सितारों की जगमगाहट
Read more todaynews18.com https://goo.gl/XDzLbh

satish meena said...

hello, sir
i like your movies too much........
...................................
best seo institute

GST Training said...

Very interesting blog. A lot of blogs I see these days don't really provide anything that attract others, but I'm most definitely interested in this one. Just thought that I would post and let you know.

Buy Contact Lenses said...

What you're saying is completely true. I know that everybody must say the same thing, but I just think that you put it in a way that everyone can understand. I'm sure you'll reach so many people with what you've got to say.