Close Up and Zapak have tied up to expand the toothpaste brand’s presence in the online space. The two have worked together to create a web destination to promote Close Up’s new variant Fire-Freeze. The microsite will feature both an interactive video and a game developed by Zapak.
The video is also built around interactivity, as it features six music stars which play an instrument, and users can interact with these to create their own compositions out of the pre-recorded tracks. This can then be easily shared on Facebook, or emailed, which is what the company hopes will drive traffic.
The website also includes a game, which they hope will appeal to people and showcase the image of youthfulness and vibrancy.
Sanjay Vasudeva, National Head – Ad Sales, Zapak.com, said, “The youth has engulfed the digital space as part of their day to day activities. Zapak, being one of the leading youth destinations in India, has been offering youngsters innovative platforms with engaging and entertaining content. With Close Up being a youth focused brand, Zapak has created a web destination which offers interactivity and unique viral features to cater to this generation’s taste.”
Srinandan Sundaram, Category Head – Oral Care, Hindustan Unilever Ltd, said, “Close Up is a vibrant youthful brand. Digital is a critical medium for establishing conversations with our consumers. This is a start in establishing a wider presence of Close Up in the digital space.”
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He joined the company in 2016 as Head of India and South Asia at Discovery Network