On the Internet, ZooZoos have developed a near cult status. On Facebook alone ZooZoo fans total about 3 lakhs, when one adds up all the members of the different ZooZoo fan pages and groups.

That's more people than signed up on Facebook for anti-terrorism initiatives in the highly-charged post-26/11 environment.

That's more people than signed up for the much ballyhooed 'Pink Chaddi' campaign, in response to the Mangalore pub attack.

And it's astronomically more people than signed up to support various candidates in the recent Lok Sabha polls, despite the politicians' best efforts to make a splash online.

Streaming videos, pictures, stories, interviews -- anything and everything having to do with ZooZoos -- have generated significant net traffic. And now there's word of merchandising plans: cups, keychains, figurines, etc.

Clearly, we won't just remember ZooZoos. We'll study them. We'll dissect them. One day, young B-school students will doubtless invoke the ZooZoo when asked to answer the question:

How does an advertisement become bigger than the game itself?