Idea Cellular launches Talk To Auro for Paa movie promotion

Tuesday, December 1, 2009, 13:59 by Tech Correspondent

Talk To Auro, an innovative marketing campaign by Idea Cellular was launched today. Talk To Auro is based on the character Auro in the bollywood movie Paa, where a 13-year old child enacted by Amitabh Bachchan suffer from a rare disease which makes him look like an old man due to accelerated ageing.

Amitabh Bachchan in Paa

Amitabh Bachchan in Paa

Talk To Auro is a scheme where Idea Cellular customers can leave messages to Auro on an Idea mobile number. Later, Auro will call back on a predetermined date. There are also Talk to Auro caller tunes (ring back tones) and other similar stuff. Idea Cellular has launched a website called to cash in the hype over Auro in the movie Paa. If you have a Facebook account, you can also log on to the account and connect with Auro. Idea Cellular customers who tap the Talk To Auro plan also get a chance to meet Auro in person. You can also suggest a friend who will receive a call from Auro.

Auro’s number for Idea Cellular customers will be +919594999222. Idea will charge outgoing Calls from Idea cellular’s to Auro’s Idea Mobile Number according to the tariff plan of the subscriber. Incoming calls will be sent to a voice mail box. There will be pre-recorded voice messages in Auro’s voice mail box.

Auro’s facebook page has nearly 1,000 Facebook fans.

The makers of Paa, AB Corp and BIG Pictures have been doing a lot of off-screen marketing to promote the movie. These include “interviews” with Auro on television and print. At theatres, there are also signs saying “Stand up for national anthem or I will tell Paa” “Keep theatre clean or I will tell Paa,” etc. Will the attempt to cash in over the lovable but unwell fictional Auro by tugging on cinegoers’ heart strings work for Idea Cellular? Only time will tell. If you think its cheap marketing, you might as well tell Paa!

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  1. pranay said on Wednesday, December 2, 2009, 18:04

    its wonderful.2 se baachan sahab

  2. mukeshsonkar said on Thursday, December 3, 2009, 7:13

    hai auro you are so sweet

  3. Shavez Rizvi said on Monday, December 14, 2009, 10:48

    Hi Friends,

    i am privileged to announce to you as a winner of this contest that it was a very memorable evening that I spent in my life. Meeting Amitabh Bachchanji was a wonderful experience. I had him say a few lines from Madhushala nad I just read in the newspapers today that It was Shri Harivanshraiji Bachchan’s 102nd Birth Anniversary yesterday. I am glad that I asked Bachchanji such a question which touched his heart on the day of his father’s birth anniversary.