Amitabh Bachchan Corporation Ltd, (AB Corp Ltd), the home production of the actor established in 1996, is said to see a revival with its much-hyped upcoming film Paa. After suffering a string of losses as its projects bombed on the box office, the company may well reestablish itself in Bollywood now, say industry experts.

And the Bachchan parivar is leaving nothing to chance. So if bahu Aishwarya Rai is has taken charge of the marketing strategy of the film, Jaya Bachchan herself will be introducing the cast and crew of the film instead of the regular credit titles.

From head-in-the-box teaser ads, to Auro merchandise, Paa-and-I campaign strategies, to Big B visiting schools, the promotional strategy for the film made on the theme of father-son relationship has been novel so far.

And if the news of the role reversal—Abhishek plays Amitabh’s paa in the movie—was not enough, the initial teasers were mind blowing. The first teasers showed a bald head inside a cardboard box. That was enough to make people sit up and take notice. Then came the television promos, which revealed the main crux of the film. Since then, there’s been no stopping for the Paa and Auro (character played by Amitabh).

Made on a small budget of Rs 16 crore, the movie revolves around the father-son duo of Abhishek and Amitabh, with the latter playing the role of a 13-year-old boy with a rare genetic disease called ‘progeria’ that causes accelerated ageing. This film has already won a lot of praise and has created a strong buzz across the country with its unusual theme and look.

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