MUMBAI: Zapak Digital Entertainment has launched a game called ‘Cash Back’ based on Anubhav Sinha’s film Cash. The movie, which stars Ajay Devgan, Ritiesh Deshmukh, Zayed Khan, Esha Deol and Dia Mirza, is scheduled to release on 3 August.

Sinha said, “We are slowly but definitively moving towards an entertainment eco-system where it is becoming extremely important to engage the target audience of a film through multiple exposures across diverse media platforms. Structuring a promotional deal around Cash with Zapak is a win-win situation for both.”

The film is being presented by Adlabs. Says Adlabs COO – film distribution and marketing Sunir Kheterpal, “We are proud for Cash to have been associated with Zapak.com. Cash is one of the few Indian films, which lends itself beautifully to the concept of online gaming. Zapak has supported the promotion of the film through initiatives across diverse media platforms comprising television, outdoor and the internet. What adds to the synergy of marketing promotions is the fact that that both properties, Cash and Zapak, have similar target audience.”

Zapak Digital Entertainment COO Rohit Sharma added, “Movies are a craze in India and fans can never get enough of them. Online gaming is gaining momentum and an online game based on a movie adds on to the already existing passion. A movie needs to befit the game, which is being made on it. Cash is an action oriented flick and hence merited a racing game. The game ‘Cash Back’, is a unique chase-cum-hunt racing game, with a choice of three racing tracks, where the player has to collect diamonds while steering the streetluge and reach his destination in record time. This free-to-play game is in complete sync with the theme of the movie. We have two games based on Hollywood blockbusters and one on a Tamil movie, this is the first game based on a Bollywood flick.”