On Tuesday, shooting began in Mumbai for an advertisement featuring Amitabh Bachchan, Aishwarya Rai and four superstars from the southern film industry. They will be getting their act together to hardsell jewellery, and add A-lister gloss to Kalyan Jewellers' one-liner vishwasam athalle ellaam (trust is paramount) that went viral.
"The focus will also be on south Indian states. That is the reason why we are contracting actors who are brands in their own right from the respective industry to be part of the campaign with Amitabhji,'' said Sreekumar, CEO and national creative head of Push, the brain behind the campaign.
The advt will feature Nagarjuna (for Andhra Pradesh), Prabhu (for Tamil Nadu), Shiv Rajkumar (for Karnataka) and Dileep to reach out to his Malayali audience.
The first day's shoot was done in Film City, Mumbai. The set was that of a school. Noted Malayali art director Sabu Cyril had made this special school set for the campaign.
"Amitabhji will be the common factor in all the advts. We are banking on his charisma that appeals to all Indians. The script will be the same for all regional languages. Only the respective heroes will change,'' a source told TOI. Kalyan is also planning a second movie with Aishwarya Rai. It will be filmed next week.