NEW DELHI, May 27. WHEN the trademark orange and green footsteps walked across the screen telling Netizens that 'Digen Verma was here', the strategy did more than build hype around the mysterious personality used by Parle Agro to breathe new life into its Frooti brand.

It also signalled that "non-traditional" companies looking at the Internet as part of a comprehensive strategy to hawk its wares to the all-important consumer was here to stay.

Speaking to Business Line, Mr Arunabh Das Sharma, President, Intercept Consulting, said: "Time was when only traditional companies such as banks and Internet companies looked at the Net, and that too to pick up leads on consumer behaviour.

"But now, non-traditional companies in segments such as food, durables, liquor and automobiles are increasingly using the Net to hard-sell themselves, pick up leads on consumer behaviour and cash in on them."

Besides working with Parle Agro in repositioning Frooti as a brand for the youth, as opposed to being just for kids, Intercept, an online marketing company, has also worked with Hindustan Lever Ltd (HLL) on its 'Dare to wear black' campaign to promote its Clinic shampoos.

About 30 per cent of all online advertising in the US is by FMCG companies and even in India, the non-traditional segment is increasingly becoming big-spenders on the Net.

"HLL could be spending an estimated Rs 35-40 lakh on its Net- marketing initiatives, across its brands, particularly Clinic, Close- Up and Kwality Walls. In fact, HLL takes top slot, with Citibank and ICICI in its spends on the Net, which range between Rs 25 lakh and Rs 40 lakh," he said.

In late-2000, HLL used the online medium to reinforce Clinic All Clear anti-dandruff shampoo using the punchline 'Dho dala'. It ran a banner ad showcasing Santa gaining confidence to wear black, besides urging the Netizen to click an icon and get a Christmas gift.

Banner ads were also run, showcasing the year 2000 being washed out ('Dho dala'), followed by a promise for a gift.

The campaign received 32,000 clicks as tracked by Intercept's Adcept Network.

Similarly, Parle Agro used the interactivity of the medium to generate a database and get feedback on the consumer's interest in Digen Verma and subsequently the drink.

"The campaign received 30,000 clicks within an hour of launching," he says.

The cola majors, Pepsi and Coke, recently ventured into cyberspace and Intercept had also been part of the hottest little thing in town campaign on the Net, that preceeded the launch of Maruti's Alto.

Throwing light on why India's biggest ad spender, HLL, at an estimated spending of Rs 715.40 crore for 1999-2000, and others of its ilk were choosing the Internet, industry sources said, "The Net is an attractive proposition even for companies hawking impulsive buys like juices or durables, traditionally hawked through point-of- sales material, not merely because the Net generates leads on customer behaviour.

"It also allows the company to personalise or customise its promo depending on the profile of the consumer being targeted.

"This certainly helps in translating consumer curiosity into sales and this explains the company's interest in the medium."

- P.T. Jyothi Datta