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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' Also
Read Zapak
creates 'Life is Fast' campaign around email service launch | 
