The subsidiary of Anil Dhirubhai Ambani Group’s Reliance Big Entertainment had launched online gaming portal with name of Zapak Digital Entertainment Ltd in 2006 to accomplish its goal in Entertainment industry. Company got this idea from boom in gaming industry in China but this revolution had seen in India in 2006 with 90 million mobile phone user and 105000 Internet Café
we know that 3-IDIOTS is the most awaited movie from Vinod Chopra Films which was tied up with Zapak.com, India’s largest online gaming portal. But there is wide visualized the scope of online gaming portal in India in initial stage due to gaming habits of Indian users (video game) and less number of internet subscribers. But Reliance visualized it and with its forsightness COO Rohit Sharma had targeted 54% population of Indian under the age group of 8 to 25 years. Now, they are expecting that internet subscribe will grow to 200 million by 2013. Zapak will be handling and executing the film’s digital marketing strategy. 3- IDIOTS is Rajkumar Hirani’s third film after the Munna Bhai series and stars Aamir Khan, R Madhavan, Sharman Joshi and Kareena Kapoor. It is set to hit screens worldwide on December 25, 2009.
The online destination for the movie is www.idiotsacademy.com, which offers unique content in line with the theme of the movie targeting the youth. The website will take the user to different rooms of Idiots Academy like Director’s Office, Lab, Hostel, Canteen, Class Room and also the Toilets! Each room offers something different on the movie.
This is the first of its kind movie website, which is highly interactive and is strongly leveraging on gaming, Social networking, Virals and innovative digital applications with the help of Zapak online gaming portal.
Commenting on this initiative, Vidhu Vinod Chopra said, “It’s been a great experience working with Zapak on this film. Our website is not a portal for information but a zone where consumers can keep coming back and enjoying themselves. At Vinod Chopra Films, our aim has always been to raise the bar and set trends. The refreshing and ground-breaking ideas that are being worked on for 3- IDIOTS on the digital platform are a step in that direction.”
Aamir Khan said “Internet and mobile are increasingly becoming the preferred destinations for the youth of Today. With over 50% of India below the age of 25 years, I believe that it is imperative for movies to have a strong and concerted Digital strategy. In this association with Zapak we have jointly created the most clutter-breaking and innovative movie website. Zapak is managing the whole digital strategy for us and together we have created some really disruptive stuff, be it on gaming, social networking, mobile and other applications.”
Rohit Sharma, COO, Zapak Digital Entertainment Ltd. said, “We are delighted to partner with one the most prestigious Production houses – Vinod Chopra Films. This coupled with the fact that Aamir Khan is an extremely creative marketer, we have created the first of its kind digital strategy for any Bollywood, which we believe fits very well with the theme of the movie and will connect with the Youth of India. As a result of Strategy Decision , Zapak digital Entertainment Ltd is India’s largest online gaming company with over 750 games, about 6 million registered users over 60 million visitors and this number is estimated to grow 21 million by 2011. As per the source indicating Indian gaming industry is estimated 21 crores. For eating this dollars company also plans to expand into gaming café, CD games distribution, event and MMOG (massive multiplayer online game) at el with the strong believes in building value chain by providing end-to-end gaming experience to their users.
MD ZEYAUL HAQUE
PGDMM, B.Sc (math)
Dip in Comp & Urdu