The Hindu Business Line : AB Corp may make a comeback with Paa

Mr Kamesh Goyal (right), Country Manager and CEO of Bajaj Allianz Life Insurance, withBollywood actors Abhishek Bachchan and Vidya Balan at a press conference in Mumbaion Thursday. The inclusion of Progeria (a rare genetic disorder) in Bajaj Allianz insurancescheme is inspired by Paa, a film by AB Corp and Reliance BIG Picture. - Shashi Ashiwal

Varada Bhat

Mumbai, Dec. 3

After suffering series of losses, AB Corp Ltd, the production house owned by Amitabh Bachchan, is expected to see a revival in fortunes with its forthcoming film Paa, which releases on December 4.

“This film has already won a lot of praise and has created a strong buzz across the country with its unusual theme and look. The company may re-establish in the industry again,” said Mr Vikas Mohan, film trade analyst.

Made on a small budget of Rs 16 crore, the movie revolves around the relationship of 13-year-old boy, Auro, played by Amitabh Bachchan and his son Abhishek Bachchan, who plays the role of the father in the movie. Auro suffers from a genetic disease, progeria, that causes accelerated ageing.

According to sources, the cost of Amitabh's make-up itself was around 10 per cent of the film's budget, and was done by Hollywood's Christien Tinsley and Dominie Till of The Passion Of Christ and The Lord Of The Rings trilogy fame.

The actor took around four hours to put it on and another two to remove it.

“We think Paa is a wonderful light-hearted family film. The main character Auro, unlike anybody who has been seen in Indian cinema, is beautifully played by Amitabh Bachchan. With Abhishek playinghis father, it makes for unprecedented casting,” said Mr Sanjeev Lamba, CEO, Reliance Big Pictures, which will distribute the film.

The movie will be released across 700 screens worldwide, he added.

“There is a lot of curiosity linked with this film. We expect good bookings for this film as the entire Bachchan family is involved,” Mr Devang Sampat, Senior Vice-President, Cinemax, told Business Line.

Apart from this, the Bachchan family is leaving nothing to chance with daughter-in-law Aishwarya Rai taking charge of the marketing strategy of the film.

From the 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 a father-son relationship has been unconventional for any Bollywood film so far.

Women-specific rider

Bajaj Allianz Life Insurance has included Progeria, a genetic disorder, in its women specific rider.

The insurer offers a women specific rider in its life cover which includes congenital disorders. Around 3 per cent of Bajaj Allianz's business comes from sale of policies with riders, said Mr Kamesh Goyal, Country Manager and CEO of Bajaj Allianz, at a press conference here.

The insurer has associated with AB Corp and Reliance Big Pictures' film Paa, which talks about Progeria.

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