Zapak bets big on movie merchandising

Posted on: July 15, 2008

Zapak Digital Entertainment, the Reliance promoted gaming company, is betting big on merchandising in the coming year. The company plans to promote merchandise of at least 20 Bollywood, regional and animation films this year.

Zapak recently tied up with Cartoon Network/ Turner to distribute the merchandise of Love Story 2050 starring Harman Baweja and Priyanka Chopra. It also created five game packs to promote the Amitabh Bachchan starrer Bhoothnath.

However, movie merchandising has not been successful in the country so far. Other than the Krrish mask, no other movie merchandise has made good business in the recent past.

"We are only creating the market right now," said Arun Mehra, chief marketing officer of Zapak. "We are investing to grow the market. Gaming is our core business and our brand relates to all young Indians from 6 to 60. We realised the potential of the market and came up with game merchandising. Promoting movie merchandise is only an extension of the idea."

Zapak has a physical distribution network in about 75 cities in the country across 3,000 retail outlets. The product offerings include gifts and toys.

The company will promote the merchandise of the three-dimensional (3D) animation movie Krishna, which is being produced by Big Animation. The film is scheduled for release in December and Zapak will distribute products including books on Lord Krishna and art pieces, Mehra said. Zapak has been driving an ecosystem in gaming and plans to create at least 10,000 gaming seats in the country in the coming year, Mehra added. Zapak will create gaming zones through a franchisee model, he said.

Bhootnath' games on Zapak Kids
MSN India

A couple of announcements forthcoming from Zapak. Firstly, the company has launched a new gaming Web site exclusively for kids dubbed "Zapak Kids". Secondly, it has tied-up with Amitabh Bachchan's upcoming movie 'Bhoothnath' to create a game pack series revolving around the movie on "Zapak Kids".

Zapak Kids" is targeted at kids below 14 years of age, and promises a sleeve of over 70 games that offer edutainment, with other highlights thrown in such as a virtual world exclusively for kids plus kid-specific community features.

Meanwhile, "Zapak Kids" will also offer the 'Bhoothnath' Game Pack Series containing five types of packs, each containing a gaming CD with the full version of a mystery-based game along with prank toys for kids (one of the packs containing the Bucchki toy, a high-speed spinning toy). The packs will be available through the Zapak Cards network comprising 3,500 outlets across over 70 cities. For now, just three packs are available priced at Rs 99, Rs 149, and Rs 169.

In addition, Zapak has created a microsite, which hosts wallpapers and trailers of the movie along with the game and interesting contests. It will host 'Bhoothnath Horror Mania', a special contest wherein kids have to register high scores in 'Bhooth Attack with Bhoothnath', a game based on the movie. They get to win movie tickets, magic trick booklets, and other movie merchandise.

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