Sapna Nair

Six pack and Zapak; dumb male to email

Zapak has a rather unusual television commercial for its email service, Zapak mail. The TVC has been conceptualised by Cyrus Oshidar

Brain wins over brawn, we know, but to have an email account with Zapak Mail, one doesn’t have to be brainy. One, two, three and a user can sign up for a Zapak Mail account. This late entrant in the Internet space is distinguishing itself by being a ‘simple and speedy’ mail service. The tag line for the email service is: ‘It’s as simple as 1-2-3’.

Six pack and Zapak; dumb male to email
Bishnu doing what he does best…body building
Six pack and Zapak; dumb male to email
Overdoing it
Six pack and Zapak; dumb male to email
He is all brawn no brain…as the doctor proves
Six pack and Zapak; dumb male to email
The unbelievable happens when he opens an e-mail account, thanks to the simple Zapak Mail
Zapak Mail has roped in creative guru Cyrus Oshidar, ex-creative head for MTV, to conceptualise the two TVCs, which are based on its USPs, simplicity and speed, respectively. The second commercial is in the scripting stage, while the first will go on air shortly.

The television commercial revolves around a character named Bishnu, a body builder, who is fanatic about body building, but not about building his brain. He is aptly called ‘tube light’ (not so bright) by his fellow villagers. His hollow brain is so powerful that wherever he goes, darkness surfaces (even the moon disappears at his sight!). The words computer and email are threatening for this muscular man, until he signs up on Zapak Mail.

This ‘Pehalwaan becomes Budhimaan’ ad will be followed by another, ‘Rocket Raja’, to get the efficiency factor across to the users of Zapak Mail. Oshidar says that the TVC has been shot in a village in Lucknow. The ad has been shot by Pushpendra Mishra of Flying Saucer.

“It aims to shatter the inhibitions of new users and encourage existing Internet users to use Zapak Mail because of its simple and user friendly service,” says Arun Mehra, chief marketing officer, Zapak Digital Entertainment. He believes that the TVC, because of the creative idea, reaches out to both users and non-users of email.

The ad will be aired on all major general entertainment channels as well as regional channels by the end of this week.

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