As per a recent report by Internet and Mobile Association of India (IAMAI), the online gaming industry in India is pegged at Rs 21 crore. In order to tap this growing industry, Idea Cellular has joined hands with gaming portal Zapak to create a property called ‘Idea presents Zapak Genious’. This is not the first time Idea is tying up with Zapak for an online initiative. The campaign got underway from September 18, 2008.
Taking its ‘What an Idea!’ campaign forward, the cellular service provider this time has taken the route of interactive gaming, allowing gamers to take part in the contest and earn money with their ‘idea’.
Pradeep Shrivastava, CMO, Idea Cellular, said, “Youth is a focus segment for Idea, and we look for opportunities to associate with them. Gaming is highly popular amongst this segment and we are looking at building connect with the youth through this medium. At Idea, we already have a host of gaming products on our Idea GPRS platform and this not our first venture into games. We have associated with Zapak on gaming properties before and have also integrated gaming in most of our campaigns.”
On the tie-up with Zapak, Shrivastava said, “Zapak is one of India’s leading gaming portals and we look to leverage the community of gamers that they have built up. We have received good response on the previous campaigns that we have done with them and are always looking at associating with them on exciting properties. We are also looking at associating with other websites to extend our reach to the gaming community.”
As part of the campaign, the contestant needs to share his/her idea or an idea that they were impressed with to evoke a ‘What an Idea!’ reaction. The best ‘What an Idea’ entry along with the top scorer would win attractive cash rewards. The campaign is being promoted oon television, radio, OOH and the online media.
The radio campaign is running on Big FM in Mumbai, Delhi and Bangalore, while for OOH, Zapak has tied up with Live Media, with the campaign running across 400 locations. The total ad spend for the campaign is pegged at Rs 50 lakh and is targeted at the 12-18 age group.
Arun Mehra, CMO, Zapak Digital Entertainment, said, “It is a general notion that gamers are not very smart or brainy. We want to break that notion and give gamers a chance to give us their bright ideas and score fabulously well on the puzzle-based games and win prize money for it. We wanted to take the Idea literacy campaign forward and give gamers a chance to showcase their intelligence by playing various mind games and collect money, which could then be used for their further studies.”
The ideation of the campaign has been done in-house, while independent producers have been used for production. Radar is the media agency on the account.