Created by Lintas India Limited, the multi-crore teleblitz includes seven television commercials which primarily harp on its `Indian connectivity factor', a la MTV style.

Says Sunil Lulla, chief executive officer, indya.com:``Our marketing strategy is to create awareness for indya.com through print, outdoor, television and online advertising campaigns. It will be a classic, perfectly interpreted marketing campaign executed in a different style.''

For starters, the company had unleashed a nationwide print campaign comprising a series of press advertisements on April 15, 2000, in a bid to announce the launch of the portal. With the tagline`it happens only in indya,' the print campaign has primarily highlighted the contents of the Website to woo the netizens. In addition to its media blitz, the company has also plans to promote the portal through retail promotions. Targeted at the Indian families, the site has sections like news, sports, travel, entertainment, education, utilities and services.

``Each step for indya.com is a step closer to building the ultimate Internet home for Indians. The focus of the portal is to get sticky eyeballs through advertising, sponsorship, marketplace, transactions and merchandising,'' explains Lulla.

According to Lulla, the message of the multi-media campaign is simple-`It happens only in indya'. Adds Lulla: ``The advertising strategy flows out of the essence, wherein `ind' is the essence and `ya' the attitude of Indian optimism- thus indya.com.''

Lulla also strongly feels that brand building is essential for building consumer affinity and consumer confidence in the dot.com world.``You will see a programmed approach to market creation-bringing in new users to the Internet space, to indya.com,''elaborates Lulla. So what's next? ``Let's see what happens,''says Lulla.