Aishwarya Rai marketing for Paa

United they stand

One great example of a united family in the industry, a family which stands up for each other through thick and thin are the incredible Bachchans. From Aishwarya Rai to Abhishek Bachchan to the patriarch Amitabh Bachchan, they can be counted on to be a solid unit in the face of anything.

The family is back in action, or say back in business as the superstar's own home production, the Amitabh Bachchan Corporation Ltd, (ABCL) is believed to see a revival with upcoming film Paa. The company's bankruptcy story led to a trail of news as it suffered great loses because of a series of flop films and also because of some unprofitable international events.

Now the Bachchans are ready to take the plunge as bahu Aishwarya Rai has became the marketing head of the film. The movie has been successful in creating hysteria among the masses with its unusual theme and shocking teaser ads showing Big B as a school boy. From Auro (Amitabh Bachchan's name in the film) merchandise, the Paa-and-I campaign, to Big B visiting schools and meeting kids, the marketing machine has been running like a well oiled machine. As reported, Jaya Bachchan herself will introduce the cast and crew of the film instead of the regular credit titles.

'Paa' directed by R. Balki was made on a budget of a mere Rs 16 crore and is not a big project but a lot depends on the movie's performance at the box office as its ABCL's name that is at stake.

Let see, whether Ash's Midas touch can fill the theatres for The family firm.