Mumbai, November 17 -- The universally acknowledged beauty Aishwarya Rai has now taken up marketing for the Bachchans’ home production house Amitabh Bachchan Corporation Ltd, (ABCL).

Looks like Aishwarya wants to revive the drooping fortunes of the Bachchans’ banner by promoting their much publicized film Paa.

Rai has taken charge of the marketing strategy of the film, which is already creating waves for its remarkable theme and Amitabh Bachchan’s role as a school boy. The Bachchans certainly must be full of pride for Aishwarya who’s devoting her efforts in lifting the sagging ABCL banner.

Starring Amitabh Bachchan, Abishek, and the actress Vidya Balan, the teaser ads of Paa is mind-blowing and has already piqued the public’s curiosity, with the scene that showcases Abhishek carrying his son Auro (played by his father Amitabh) on his back.

The first teaser ad of Paa completely stirred up audience’s reaction with the scene of a bald headed boy Auro (Amitabh) inside a card board box. Now with the release date nearing, viewers are being offered a lot more than a sneak-peek into the story, which is only serving to rouse more interest than what any film has garnered lately.

Interesting enough it is not only Aishwarya who’s concentrating on the promotions; the latest to join the promotions is Jaya Bachchan who has also decided on introducing the cast and crew of the film, instead of going for the typical title credits.

With Big B merchandising the film by visiting schools and Aishwarya doing her bit too, it is no surprise that film has already captured massive interest from audience.