PAA by DDB Mudra Group Mumbai for Reliance

PAA

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Industry Culture, Leisure & Sport, Records & Cinema Production
Media Promo & PR, Case study
Market India
Agency DDB Mudra Group Mumbai
Released December 2009

Credits & Description

Category: Travel, Entertainment & Leisure
Advertiser: RELIANCE BIG PICTURES
Product/Service: FILM
Agency: MUDRA DDB GROUP
Date of First Appearance: Dec 12 2009 12:00AM
Entrant Company: MUDRA DDB GROUP, Mumbai, INDIA
: Prerna Singh (Mudra DDB Group)
: Subin Alexander (Mudra DDB Group)
: Shailesh Velandy (Mudra DDB Group)
: Tejash Chedda (Mudra DDB Group)
Media placement: TV Channel - Various TV Channels - 12-12-2009

Results and Effectiveness
Auro’s small-screen debut was orchestrated on a paltry budget of Rs. zero! Box-office collections improved by 23% over the previous week; unheard of in recent cinematic history. As unheard of as Abhishek Bacchhan playing Paa to Amitabh Bacchhan as Auro.

Creative Execution
A septuagenarian 10-year kid made his cricket commenting debut in the T-20 match between India and Sri Lanka – Auro! Auro got his dentures on and the spectators at the stadium wished they were audiences in front of their TV sets. Auro charmed the viewers with his child-like-professional observations. The God of Cinema spoke to the original Little Master – Sunny Gavaskar. He conversed with the Prince of T20 – Yuvraj, who said he would certainly go watch Paa. Mobile phones buzzed with SMS screaming not to miss the once-in-a-lifetime event. Auro's commentary echoed beyond the Neo Sports studios. Amitabh’s (read Auro) debut as a commentator was big news for the news channels. Every news channel carried a story on Auro’s histrionics at the studio. The spectators saw what they missed and watched the re-runs. YouTube banked it for posterity. Millions across the world forwarded the links to their friends who might have missed the historic occasion.

Insights, Strategy & the Idea
Big B automatically guarantees first-week housefuls. That was hardly a challenge for Paa. The challenge was drawing people in, much after the first-week-big-budgets have been spent. For once The Big B was dwarfed by Auro. Dentures firmly in cheek, Auro talked his way into people’s hearts. The longer people heard Auro, the faster they would rush to the cinema screens. Longer means longer-30-secs. That translates to deeper pockets. A luxury… A difficult impossibility! The God of Cinema was having nightmares dealing with men turning to another religion – Cricket. The ongoing India-Sri Lanka series had gotten cricket junkies hooked on to the TV sets. Now, that was a problem. Or was it an opportunity. We decided to combine the charm of Auro, the charisma of BIG B, and the fervour of cricket and brewed a never before potion created something which was never seen in history television and cricket.