To begin with,Paa, is Â the story of â€˜Auroâ€™, a very intelligent ,witty 13 year old, who is suffering from Progeria, an extremely rare genetic disorderÂ where symptoms of ageing are discernibleÂ at a very early age.
The child is played by Amitabh Bacchhan. A new getup, a new look, a totally transformed Amitabh.Â He endured a lot for that. From shaving off his body hair, to sitting for 5 hours at a stretch to get the makeup on and then struggling for 2 more hours to get it off.
For the first time his fans will not find the Amitabh they have so idolized, even his thunderous voice has been replaced by the squeaky lisp of a 13 year old. It is the story of Auro and people will be interested in seeing â€˜Auroâ€™.
Portraying Amitabh Bacchhan as Abhishekâ€™s son is yet another experiment. Although the story idea is very unique and emotional, it is the combination which will be a crowd puller.
The marketing of the film is yet another milestone in the history of films. R Balkrishnan, the director of the film and also the brain behind its promotion campaign wanted to avoid the usual â€œrazzmatazzâ€, he wanted it to be executed in such a way, that people discuss Auro the character and not Amitabh the star.
â€˜Teaser adsâ€™ was an innovation, very efficiently used in the campaign. A teaser ad showing a bald head in a card board box increased the curiosity of the people which multiplied exponentially, as it became the topic of discussion.
In Balkiâ€™s words, â€œThe noise level has beaten our expectations.â€
Big Bâ€™s decision to visit schools to bring about awareness regarding the disease is the ace up his sleeve. This will contribute heavily in the promotion of the film.
With so much new coming up by ways of innovation, how could the titles lag behind. Well for the first time in the history of Bollywood, the cast and the credits of the film will be introduced by Jaya Bacchhan, cutting out the usual trends of titles.
And last but not the least, it is for the first time that Aishwarya Bacchhan is involved in the marketing Â and promotion of a film.
With discussions on end with the marketing and creative heads of the film, she is exploring every possible strategy, for maximum interaction with the people
A highly interactive website was just another step that has paid high dividends. Paathefilm.com has received innumerable responses from the time it was created.
Not to mention his blogs which have become a very powerful platform for Amitabh Bacchhan, which he has been using very effectively for the promotion of â€œPaaâ€.
It is these experiments with innovations which have made Paa the talk of the country.