E-mail ad makes postmen furious

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Mumbai: The ‘Rocket Raja’ ad for Zapak mail promoted by the Reliance Anil Ambani Group has antagonised postmen all over the country. They say it portrays them as slow and inefficient and is a false portrayal.

"They did not ask us before they went ahead with the ad. And they have depicted postal service providers in a wrong way,” says Post Master General, Mumbai, A P Shrivastava.

The postal department reportedly made its objections known to the ADA Group, and there was quick damage control from Zapak mail.

"Our intention was never to hurt anyone's sentiments. We were trying to show our product's speed as compared to that of rival products,” says Chief Marketing Officer, Zapak Digital International Ltd, Arun Mehra.

Meanwhile the anger of the postman fraternity has pushed Zapakmail on the backfoot, and Rocket Raja appears to be grounded for now.

It is also being indicated that the controversial ad may be recalled so that the creative brief can be changed.

(With inputs from Deborah Grey in Mumbai)