Zac to replace ZooZoo

Idea Cellular has followed Vodafone's footsteps to launch the web part of its "Walk When You Talk' campaign. The company has introduced a character Zac, he has a paunch and needs to exercise. And there is a queue of people who want to take him out for a walk. That queue includes the likes of Mahesh Bhatt, Yuvraj Singh, author Chetan Bhagat and actress and model Gul Panang.

According to the strategy user can ring u Zac on his Idea number and give suggestions on fitness. Zac is also available on Facebook and micro-blogging site Twitter the plans to introduce Zac to Orkut users are also there. Zacs is already getting around 2,000 calls a day and has a fan following of 8,000 people.

Idea has joined Vodafone Essar and Virgin Mobile to use the virtual space for brand awareness initiatives. As Vodafone's ZooZoo got success, which was launched in April.

As per the figures, the Facebook fan page received around 3, 15,000 fan mails and over seven million page views during the first two months itself. In April, Zoozoos was subscribed 4 million times on Youtube, the highest in the country.