Zapak allocates Rs 60 mn for marketing email service

MUMBAI: Zapak Digital Entertainment has announced that they have registered 1,15,263 users for its email service ZapakMail when it opened on 4 May 2007.

This is estimated to be the largest number of registered users garnered by any website on any given day. ZapakMail has been on beta stage for the past few weeks.


To push the launch the firm had done a basic outdoor campaign unveiling the logo for ZapakMail across 110 locations in 33 cities. Along with this, there was a teaser viral rolled out on the top online trade sites like on Wednesday and Thursday last week. In all Zapak is spending Rs 60 million on marketing activities for its email service.


Zapak Digital Entertainment COO Rohit Sharma said, "We plan to roll out our mass media campaign from 7 May 2007 before which we conducted a teaser seeding with our TVC and Virals which has resulted in this disproportionate response. This is by far the highest number of registrations any website has garnered on one day. This is the first time a mail service is using 6-7 different creative routes to reach out to the masses and it has paid of for us."

The firm has come up with unique marketing concepts. One is its Fast Film Festival. This is running online as well as in cinema halls. It is a series of spoofs on five films including Spiderman, Last Of the Mohicans. These only show what the title says and thus the film gets over fast. For instance the Spiderman spoof ad is called Spidermen 4. Four guys wearing Spiderman suits are shown on the screen for a few seconds. The message is that with Zapakmail one does not have to spend much time waiting for the service.

It will launch a TVC on differnt channels this week called Bano Budhimaan. Its point is to show that the mail is easy to use and uncluttered.

The TVC revolves around a central character called Bishnu, a body builder, who has typically always concentrated on his body building but not done much for the mind. While he is very popular amongst the people in the village they refer to him as ‘Tubelight‘. The situation is such that even the power goes off wherever he is. He is horrified of the word computer and email is just beyond his reach. However with Zapak Mail he sheds all his fears and simply logs on. Zapak Mail is so simple that Pehelwaan also becomes Budhimaan.

The idea was to choose a strongly Indian Character, so a typical Pehelwaan from an Akhada has been selected to play the part of Bishnu. Also the character is such that everyone of us would have seen someone like this in our surroundings, someone who is petrified of the computer or just has a plain Mental Block against it.

Another TVC will launch next week. The character here is Rocket Rada a postman who delivers mail as fast as a rocket compared to his rival. The ad says that this is what Zapak does vis-a-vis the competition. The TVC scripts have been conceptualised by Cyrus Oshidar and are being executed by Flying Saucer.

Radio Spots for Zapak Mail will be rolled out on three radio stations. Ambient ads have already been rolled out in malls and multiplexes. It is using staircases, elevators and the loos in these locations with the tage line ‘Easy Uploads Here‘ and ‘Easy Downloads Here‘

Latest Reads
India, China to propel APAC, beat CAS Europe market share

APAC is expected to overtake the market share of Europe in future due to an increasing demand for digital TV set-up boxes in countries such as China and India. North America and Europe dominated the global CAS market in 2015. APAC region is estimated to mark a growth rate of 12.0 per cent CAGR...

Technology Hardware Set-top Boxes
India lucrative market for 4K UHD STBs: Grand View Research

Here’s a view on the demand for 4K or ultra high definition (UHD) set-top boxes (STBs) in India.

Technology Hardware Set-top Boxes
Infor appoints Dass as south Asian subcontinent V-P

Infor, a leading provider of business applications specialized by industry and built for the cloud, has appointed Ashish Dass as the vice president and managing director for the south Asian subcontinent. Infor software helps eliminate the need for costly customization through embedded deep...

Technology Software Applications
Siti & DishTV opt for Conax conditional access

The Essel group has been using Conax’s tech for sometime now for its Siti Network (earlier known as Siti Cable). Now the group has extended that partnership for another product for both Siti Network and DTH operator Dish TV India. This time it is for the cardless set top boxes that the two are...

Technology Hardware Set-top Boxes
Imagine Communications extends functionality of Selenio One unified transcoding platform to OTT

MUMBAI: Imagine Communications, empowering the media and entertainment industry through transformative innovation, today introduced a high-density adaptive bitrate (ABR) transcoding product built on Selenio One™, the company’s software-defined linear transcoding platform. Selenio One is designed...

Technology Hardware Components
DJI Makes Your Smartphone Smarter with the New Osmo Mobile

DJI, the world leader in creative camera technology, Thursday launched the Osmo Mobile, an extension for smartphones that turns them into intelligent, precision camera systems.

Technology Hardware Components
Prime Focus Tech gets funding from PE firm Ambit Pragma

MUMBAI: Prime Focus Technologies (PFT) – the technology offshoot of media services company Prime Focus - informed the Bombay stock exchange today that it had received its first round of funding from growth capital private equity fund Ambit Pragma.

Technology Software Applications
Three new products developed by C-DOT launched on its Foundation Day

Communications Minister Manoj Sinha today expressed the hope that 100,000 Gram Panchayats (GPs) will be connected through Optical Fibre Cable (OFC) by March next to set up a network infrastructure to serve the rural masses.

Technology Hardware Distribution
Genpact and BITS partner to build talent in the field of analytics

Genpact (NYSE: G), a global leader in digitally-powered business process management and services, today announced a partnership with premier technical education university Birla Institute of Technology and Science (BITS) for offering training programs in the field of analytics.

Technology Software Middleware

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories