Indiantelevision.com Team

(22 June 2007 8:30 pm)

MUMBAI: Zapak Digital Entertainment has launched three TV commercials under the campign title 'Life is Fast' for its email service.

Recently, the company was forced to pull off its previous campign 'Rocket Raja,' for offending the sentiments of the Indian Postal Department. However, Zapak is looking to bring back Rocket Raja in a new avatar after a makeover by fashion designer Rohit Verma.

Meanwhile, the TVC's for Life is Fast is on air and emphasises the fast speed of the company's latest offering ZapakMail.com. The core idea is to show that life is moving at an extremely fast pace, so why not a fast email service?

Zapak Digital Entertainment Ltd chief marketing officer Arun Mehra said, "Our brand proposition is fast and simple and the focus of the campaigns conveys this message."

The television campaign contains three virals which are based on the themes of pregnancy, a wedding and a cemetery. Each of them depict these three situations presented in an exaggerated manner, highlight on the key proposition of 'speed.'

It comprises three sequences, the first of which shows a priest performing the last rites for a dead man. His speech is kept as short as a 'Good Bye' to the individual. The people who are supposed to lower the coffin in the ground are in such a hurry that they dump it and carry on with their daily routine.

The second one shows a couple exchanging wedding vows, barely does the priest ask the groom to kiss the bride that he is slapped with the divorce papers.

The third TVC shows a bedroom scene where a couple is getting cozy, the husband almost kisses his wife and she instantly gets a big tummy indicating a nine month pregnancy.

The campaigns have been created by Marching Ants and shot by the Tuck Box production house.

The brain behind the campaign, Drishit Ghosh said, " We had an extremely open brief and a quick idea of Zapak being a fast and simple. Our idea was to create it in a way that it connects the best with the mindset of our TG. So we came up with these three concepts."

Even before Life is Fast was launched, the TVC featuring the mascot Rocket Raja and a radio campaign called Bisnu were used to promote Zapak. The Rocket Raja campaign had character played by Johny Flower dressed up as a postman delivering letters on rocket. This was percieved to offensive to the Indian Postal Department.

The campaign was conceptualized by Cyrus Oshirdaar and created by Marching Ants.

The Bisnu campaign is running on the radio stations with a tagline of Bishnu ke Fundey. It has the Ikon representatives explaining about the three simple steps (login, compose, send) of using Zapak Mail.

Zapak has also produced a farewell music video which is available on the website where Rocket Raja is singing a good bye song to his fans and affirming that he will be back for sure but adorning a new look.