MUMBAI: In a move to extend its ‘Jiyo Befikar‘ message, Bajaj Allianz has tied up with the upcoming Amitabh Bachchan, Abhishek Bachchan starrer Paa.

This tie-up further emphasises the importance of financially securing a child‘s future through Bajaj Allianz Child Plans. Continuing on the lines of the Child Plans campaign already on air, Bajaj Allianz has introduced an integrated advertisement on child plans which has been interspersed with the promo of the film. 
 
Commenting on this association, Bajaj Allianz head marketing, Akshay Mehrotra, said, "In a country where Bollywood is nothing short of a religion, here is a unique opportunity to combine the story of an emotional relationship between a father and son with our unique Child Plan campaign.

The integrated advertisement re-emphasises the need for parents to think about their child‘s future and plan for their finances. The real life, and now reel-life, father-son relationship between Amitabh and Abhishek epitomises how security can bring you happiness and comfort, which is a reflection of our ‘Jiyo Befikar‘ message. 
 
Talking about the tie-up, director R Balki said, "Financial planning for a child‘s future is an important element of the responsibilities that come with being a parent. It is a privilege to be associated with Bajaj Allianz and I feel this is a great initiative to spread awareness about child plans."

Paa set to release on 4 December is a bright and cheerful family entertainer directed by R. Balakrishnan. The film also stars Vidya Balan and Paresh Rawal. 
 
One of the most awaited films of recent times Paa has generated huge interest amongst film-goers due to the rare and emotional subject, a unique role reversal between Amitabh-Abhishek Bachchan in the film and Amitabh Bachchan‘s look in the film.