Aishwarya Rai is involved in the marketing

Aishwarya Rai-Bachchan is helping to market her father-in-law Amitabh's latest film Paa.

The actress, who is married to Abhishek Bachchan, is devising the marketing strategy for the feature produced by Amitabh's production company AB Corp.

A source: "This is perhaps the first time that Aishwarya is involved in the marketing strategy of a film.

" Aishwarya wants Paa to be a big box office success. She is leaving no stone unturned to see that it works with the audience."

She is reportedly planning events to promote the film, which sees Amitabh playing a 12-year old boy with the aging disease progeria. Her husband will play Bachchan's father.