site Zapak, a part of Reliance ADAG, is using the Union Budget of India 2008-09 as the theme of a microsite on Zapak.com. The site has been developed in association with financial services company Reliance Capital, which is also a part of the group.
Speaking to agencyfaqs!, Arun Mehra, chief marketing officer, Zapak Digital Entertainment Ltd, says, "The microsite will disseminate budget related information that can affect the life of youngsters, like cost of two-wheelers, petrol prices and prices of gadgets and junk food."
Initially, the site will feature user generated content and a game. There is a section called Forum, which is an open platform for users to discuss and talk about various issues related to the Budget, like policy changes and how it will impact them.
More sections will become active after Budget Day, such as Budget Gyan, explaining the basics of the Budget, What's Hot and What's Not, on the prices of various items such as DVD players and bikes, and CEO Speak, where a company CEO will express his opinion of the budget. There will also be an interactive section called Talk to an Expert, which will allow youngsters to chat with tax experts and receive guidance on saving money.
According to Mehra, Zapak plans to spend about Rs 20 lakh to promote the site. The promotion will be primarily executed online on Zapak.com and through email marketing to Zapak's members. There will also be some offline advertising through radio and OOH.
Explaining why Reliance Capital was endorsing the site, Girish Shah, head, branding, Reliance ADAG, says, "India is a young country and today's youth is tomorrow's investor. We want to inform the youth how the Budget will impact them and empower them to take financial decisions. We opted for Zapak.com because it is a youth-centric site."