MUMBAI: Close Up has tied up with gaming portal Zapak.com, to launch a website for Close Up’s new variant – Fire-Freeze.

The website encompasses a special interactive video with viral features. The video comprises a set of six cool music stars and each of the star has an instrument ranging from an electric guitar to a conga.
 
The video allows users to create their own music pieces by playing these instruments on a pre-recorded base track. Users can create their own music and record it at the same time. The recording can then be shared with friends on Facebook or emailed.

Zapak.com national head, ad sales Sanjay Vasudeva said, "The youth has engulfed the digital space as a part of their day to day activities. Zapak being one of the leading youth destinations in India has been offering the youngsters innovative platforms with engaging and entertaining content. 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."
 
In addition to this video, the website offers a new game that showcases the Close Up Fire-Freeze attributes.

Hindustan Unilever Limited Category Head – Oral Care Srinandan Sundaram, adds, “Close Up is a vibrant youthful brand. 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.”