Idea Cellular had tied up with Paa for an activity based on 'Talk to Auro' concept, wherein callers can leave messages for Auro on an Idea number and in return receive calls from Auro on a pre-determined date. This will be promoted through a co-branded TV advertisement. Apart from this, ring back tones in Auro's voice and other value added services too will be available on Idea network.
Bajaj Allianz has tied up for an integrated TV advertisement on Child Plans, which has been interspersed with the film's promos and is currently on air on 24 prime television channels. BIG FM is on board as the film's radio partner.
The film has followed a week on week 360 degree marketing and promotion campaign, which kick-started with an innovative teaser and progressed to a novel and eye-catching promotion in multiplexes with Auro's on-screen photo slides, which read 'Please stand up for the national anthem or else I will tell my Paa', 'Please switch off your mobile phone or else I will tell my Paa' and 'Don't dirty the theatre or I'll tell my Paa' poster on trash cans.
On November 14, Paa's TV promos carried a special message wishing all viewers Happy Children's Day and a mall activation invited Paa with their children for day-long fun-filled activities.