Indiantelevision.com Team

(2 May 2007 9:00 pm)

MUMBAI: After its launch marketing campaign, Zapak Digital Entertainment Limited has created a 'Life is Fast' series of virals around the launch of its new Email Service.

The 'Life is Fast' series has three virals in it.

• " One, based in a cemetery, shows a priest performing the last rites for a dead man, the speech is kept as short as 'Good Bye' to the individual. The people who are supposed to lower the coffin in the pit are in such a hurry that they dump it in the pit and just carry on with their daily routine.
• " The next one shows a couple exchanging wedding vows to spend the rest of their lives together, the priest then asks the groom to kiss the bride and before they finish he is slapped with the divorce papers.
• " The last is a bedroom scene where a couple is shown getting cozy, the husband then kisses the woman on the cheek and she instantly gets a stolen stomach indicating a 9 month pregnancy.

Explaining the logic behind the campaign, Arun Mehra, CMO, Zapak Digital Entertainment Ltd. said, "Life is moving at a fast pace today, everything seems to moving to 'instant' zone. Everything has become faster, life has caught pace. Then why not an email service that's fast too. Zapak launched mail service to fulfill this need gap for customers. ZapakMail is fast and based on that the campaign depicts daily situations which could be getting fast too. The campaign is funny and whacky and sure to put a smile on your face."

Zapak will be adopting a 360 degree approach for the launch of ZapakMail and has already rolled out the 1st phase of a massive Outdoor Campaign covering over 110 locations across 35 cities. The outdoor depicts two opposites in the same frame, one depicting difficult and the other connoting the simple Zapak Mail.

The second phase of outdoor, based on the TVC, will roll post the TVC going on Air.