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With cricket, IPL and the Bachchans, Zapak Digital has its hands full

29-May-2008
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With cricket, IPL and the Bachchans, Zapak Digital has its hands full

Cricket and Bollywood are surefire ways to attract attention in India. And tapping into the craze for these two is Zapak Digital Entertainment Ltd, part of the Reliance ADA Group. After launching a slew of games based on the ongoing IPL T20 Tournament, Zapak has now launched a multimedia campaign to grab a larger share of online gaming space in India.

Apart from this, there are also talks that Zapak would be a technical service provider to a joint venture between ABCL and Reliance for launching a dedicated portal on the Bachchan family. The portal, which will have dedicated content on the Bachchan family, will go live by the end of July this year. It is learnt that Gautam Buragohain of The Times of India has joined the venture as Editor, and that Arun Mehra, CMO, Zapak, would be taking charge of the marketing function.

Mehra refused to officially comment on the venture. But commenting on the launch of the multimedia campaign by Zapak, he said, “The campaign is to promote an innovative concept called ‘Zapak Cash League’, which allows viewers to earn money if they log on to Zapak.com. The creative insight comes from the fact that citizens do not get anything from watching cricket, whereas cricketers make money with brand endorsements, ‘man of the match’ prizes and so on.”

Apart from the TVC, Zapak has also launched a music video titled ‘Kricket se kya mila?’ to promote the Zapak Cash League contest.

Some elements of the music video have been incorporated in the TVC which is currently on air. The Cash league would be promoted through a 360-degree campaign across TV, mobile, print, cinema and radio at an estimated ad spend of Rs 4-5 crore.

Radar is the media buying agency, while Marching Ants has worked on the creative campaign. The campaign has already taken a viral route, and according to Mehra, had already generated 55,000 views online.

Zapak had earlier announced their tie-up with Shah Rukh Khan’s IPL Team, Kolkota Knight Riders, wherein the gaming portal is the official Internet gaming partner of the team.

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