Zapak roped in to handle and execute digital marketing strategy for ‘3 Idiots’

Vinod Chopra Films in association with Zapak Digital Entertainment has launched IdiotsAcademy.com to promote its upcoming Hindi movie ‘3 Idiots’. Zapak is handling and executing the digital marketing strategy for the movie, which stars Aamir Khan, R Madhavan, Sharman Joshi and Kareena Kapoor. The movie is set to hit screens worldwide on December 25, 2009.

According to Zapak, IdiotsAcademy.com leverages on gaming, social networking, virals and other digital applications. The website takes the user to different rooms of Idiots Academy like Director’s Office, Lab, Hostel, Canteen, Class Room and Toilets; each room offering something different and interactive to its visitors.

Vidhu Vinod Chopra has said, “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.”

“Internet and mobile are increasingly becoming the preferred destinations for the youth of today. With over 50 per cent of India below the age of 25 years, I believe that it is imperative for movies to have a strong and concerted digital strategy,” Aamir Khan has said. “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, has said, “We are delighted to partner with one of 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 film, which we believe fits very well with the theme of the movie and will connect with the youth of India.”