Zapak.com, the big spending online gaming portal from Reliance ADAG, has been known for its big-budgeted marketing campaigns. This time around, for its new Zapak Mail campaign, the portal has brought in Cyrus Oshidar to collaborate with its creative agency Marching Ants for the conceptualisation of the television commercials. Flying Saucer is executing the films for both the TVCs. The campaign has a media outlay of RS 5-6 crore.
With a tagline of ‘It’s as simple as 1-2-3’, the campaign will be targetted at the would-be new users and non-users for the mail service from Zapak. Reasoning the launch of a mail service, Arun Mehra, CMO, Zapak Digital Entertainment Ltd, said, “The Internet population is poised to hit 46 million active users by 2008, which indicates that there will be a host of new users. Also, anyone who logs on to the Internet needs at least two email accounts; so email is one of the preliminary services. Most new users and non-users find email very intimidating. It’s a technology fright. So, Zapak decided to launch a simple mail which would attract consumers and at the same time, give them a chance to get exposed to gaming too.”
The official communiqué from the portal noted that the TVC, to be rolled out by late April, would revolve around a centralised character who will be easily identifiable as someone among us, and the media spread for the TVC would be through mass channels.
Commenting on the collaboration with Oshidar, Dhritish Ghoshal, Director, Marching Ants, said, “The TG for Zapak as a brand is the youth. Cyrus understands the pulse of the youth, having been associated for over 10 years with a brand that talks to them. Also, the brand Zapak is irreverent and whacky, and Cyrus has a good connect with these qualities. Therefore, it was an appropriate fit to associate with him for this product.”
Zapak has already rolled out the outdoor campaign covering over 110 locations across 35 cities. Radio spots, online viral and ambient media too are being adopted for this campaign. The radio spots will be on air by the first week of May.