The section has a new logo to go with its new avataar. The `i' in the new logo encapsulates the section's core promises: individual content, Internet as medium, imagination to connect both offline and online advertising and interactivity in connection, says Mr S Swaminathan, vice-president, icontract.

The aim of the division is to function as a `one-to-one specialist', helping brands build and sustain memorable relationships with customers, across touchpoints by integrating emerging technology. Thus, its rakhi campaign for ICICI, specially targeting the NRI population, used the Net as a medium to send rakhi greetings and rakhi money cheques, courtesy ICICI Bank.

Similarly, it has tied up with the Sidhi Vinayak Trust to allow NRIs to organise online pujas by enabling a payment gateway through ICICI. Parallel offline activity includes telemarketing, database management and loyalty programmes.

icontract has 15 clients so far, including ICICI, Mindtree, NIIT, indbazaar, DHL, Computer Associates and Novo Nordisk, for which it has established a one-to-one online relationship with diabetes patients.

``We are trying to gain mindshare by customisation through the Net, which offers a personalised medium so content can be personalised according to individual needs,'' says Mr Swaminathan. In contrast, direct marketing activity like mailers, involve a lot of wastage as far as focussed targeting goes. It has entered into a strategic alliance with Satyam Infoway for personalisation products like broadvision.