How iconic Ratan Tata’s production firm ventured into making Bollywood movie starring Amitabh Bachchan, John Abraham, Bipasha Basu--titled 'Aetbaar (2004) ? By Chaitanya Padukone

Benevolent mega-industrialist visionary Ratan Tata who passed away yesterday was a visionary corporate leader whose dynamic influences of business ethics are considered a timeless hallmark of excellence. From the common man to all his staff employees, corporate fraternity, business tycoons, and of course, top Bollywood celebs have all deeply mourned Ratan-Sir's sudden death There has now been a unanimous appeal at the highest State level of political powers to the President and Prime Minister that the  ‘Anmol Udyog Ratan’  Ratan Tata-Sir should be posthumously honored with the prestigious ‘Bharat Ratna’!

It's interesting to note that Ratan Tata’s production house Cutting Edge’ (Tata Infomedia Ltd)  had produced this romantic-psycho thriller movie called Aetbaar (2004) starring superstar Amitabh Bachchan, John Abraham, Bipasha Bau which was directed by Vikram Bhatt. Although the film had a gripping thriller subject inspired by American thriller Fear (1996) and amazing screen performances, unfortunately, the failed to strike a hit at the box office.

When contacted, eminent Bollywood PR Guru Dale Bhagwagar, who was handling the publicity news-media-pre-release campaign for movie ‘Aetbaar’ speaking to me exclusively, disclosed, “It’s deeply saddening and shocking that genius corporate visionary leader Rata Tata-Sir, is no more with us.   Not many may recall, that the Tatas in the past started a film production house called Cutting Edge Entertainment in the early 2000s.  Actor-producer Sujit Kumar and his co-producer son Jatin Kumar were making this romantic thriller film called Aetbaar starring Amitabh Bachchan, John Abraham, and Bipasha Basu, directed by Vikram Bhatt. They had hired me to handle the news-media and PR for it. When the original production faced a funds crunch crisis,  the Tatas stepped in and made their foray into Bollywood by taking over the same project. Many other PR companies were also vying for and trying to take over the PR work, so the Tatas decided to evaluate all the agencies. Jatin Kumar requested them to consider continuing with me, and they agreed. But only after after diligently considering various other competitive options they ultimately finalized me. Evidently, the Tatas--Cutting Edge  ( producer Mandeep Singh) found me to be the best fit for the job. That I did great PR work for ‘Aetbaar’ ( 2004) became evident because it became one of the most talked-about and anticipated films of that year. Unfortunately, when it was released in 2004, it did not perform well at the box-office, and the Tatas did not make any more movies after that, “ revealed innovative, tech-savvy Bollywood senior publicist Dale Bhagwagar... Who considers himself extra-fortunate that he has an esteemed Ratan Tata ( Tata Group) -backed movie in his list of  PR career credentials.

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