Zee Interactive Learning Systems Ltd, the multimedia education subsidiary of Zee Telefilms, is currently in the middle of a major drive to increase awareness around its Zed Career Academy.

The initiative is part of the increased activity being witnessed in ZILS after the twin appointments recently of promoter Subhash Chandra's son Amit Goenka as managing director and Dilip Mahapatra as COO. As director of learning centers, Mahapatra has been instrumental in expanding Zed Career Academy from 156 centres to a 300-plus strong nationwide ground network of comprehensive learning network consisting of learning web portals, multimedia and the print, supported by a network of learning centres, equipped with interactive learning, across South Asia with the capability to address a variety of learning needs, an official release states. While Mahapatra handles day-to-day operations, Goenka's brief is to drive the business of ZILS, official sources say.

And in what is termed as a long-term relationship, ad agency SSC&B has been assigned the task of handling press publicity. The main focus is on print campaigns, which are being done through inserts in newspapers. Zee organises which paper and on what date they will appear while SSC&B provides the design. The agency is positioning Zed Career Academy as a "unique interactive computer learning institute" with the tagline - Classrooms of the future.

ZILS is also concentrating on below the line activities. For example, it is organising seminars in colleges. They also run show reels in cinemas, both in the suburbs and in the city. Touch screen kiosks have also been set up in some locations. The possibility of hoardings in important city locations is also being studied, the sources say. On the television front ZILS is regularly being promoted on through the Zee bouquet.