Close Up, Zapak tie up for digital campaign

Our Bureau Chennai | Updated on March 17, 2011


Hindustan Unilever's toothpaste brand Close Up has tied up with gaming portal to launch a Web destination for the former's new variant – Fire-Freeze.

According to a press release, the destination comprises a special interactive video with unique viral features. The video features a set of six music stars, each with an instrument ranging from the electric guitar to the conga. It allows users to create their own music pieces by playing these instruments on a pre-recorded base track and record it at the same time, upon which they can share it with friends on Facebook or by e-mail.

In addition to this video, the Web site offers a new game that showcases Fire-Freeze's attributes.

Mr Sanjay Vasudeva, National Head – AdSales,, was quoted as saying: “With Close Up being a youth-focused brand, Zapak has created a Web destination which offers interactivity and unique viral features to cater to this generation's taste.”

Mr Srinandan Sundaram, Category Head – Oral Care, HUL, says, “Digital is a critical medium for establishing conversations with our consumers. This is a start in establishing a wider presence of Close Up in the digital space.”

Published on March 17, 2011

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