MUMBAI: Zapak.com, the online gaming portal, has joined forces with Vinod Chopra Films to digitally market its upcoming flick 3 Idiots. Zapak will be handling and executing the film‘s digital marketing strategy.

Zapak has created an online destination for the movie, www.idiotsacademy.com, which offers content in line with the theme of the movie targeting the youth. The website will take the user to different rooms of Idiots Academy like Director‘s Office, Lab, Hostel, Canteen, Class Room and also the Toilets.

"It‘s been a great experience working with Zapak on this film. Our website is not a portal for information but a zone where consumers can keep coming back and enjoy. The ideas that are being worked on for 3 Idiots on the digital platform are a step in that direction," said Vidhu Vinod Chopra.

Added Zapak Digital Entertainment COO Rohit Sharma, "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."

3 Idiots is Rajkumar Hirani‘s third film after the Munna Bhai series and also stars R Madhavan, Sharman Joshi and Kareena Kapoor. It is set to hit screens worldwide on 25 December.

Khan added, "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. In this association with Zapak we have jointly created the most clutter-breaking and innovative movie website. 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."