Says Ram Sehgal, president, Contract Advertising:``The tie-up with PriceWaterhouseCoopers will be the key driver for Contract's direct marketing and interactive business which provides one to one communication solutions to our clients.''

According to Sehgal, the key focus of the alliance will be on web-enabled customer interactivity and transformation of brand communication models for the net. Saigal strongly believes that internet will be an indispensable medium to promote any product in the Indian marketplace.

Adds Saigal: ``With burgeoning growth of the web as a communication and distribution channel, e-commerce is here to stay. Our alliance will strive for maintaining synergy in brand communication across both online and offline media.'' adds Sehgal.

As for the reason for the tie-up, Roopen Roy, chief executive officer, PriceWaterhouseCoopers says: ``Contract is one of the most creative agencies in the country with proven brand management expertise on leading brands.''According to Roy, his company will complement the creative excellence of Contract with its varied experience in providing e-business and technology consulting solutions.

Will e-commerce replace traditional advertising? According to Sehgal both play different roles in pushing the brand in highly competitive markets. ``E-commerce and traditional media will coxist. But e-business is now a focus area for brands. This involves the web becoming a shop window leading to better channel management,'' adds Sehgal.

With a capitalised billings of Rs 192 crore, Contract currently handles the advertising accounts of big names like Dabur Ltd, NIIT, UNICEFF, Tata Telcom, HCL Infosystems, Hindustan Lever Ltd( youth /soap) and Toyoto (motorcycles) among ohters.