Interest levels could be captured through cookies that track browsing patterns and content could be customized through a CMS platform. The two however have never been integrated before.

This executional challenge was addressed in 3 steps.Step1: Profile users on interest levels that were done through cookies that tracked the content consumption patterns of users on portals.Step2: Making medium the message - Media portals created a replica of their very own site which would house content that covered a whole gamut of offers and promotions from Vodafone in different categoriesStep3: Personalize the content - Banners ran on portals which asked users for their names and if they were a Vodafone subscriber. Their names were then matched to their browsing patterns and offers relevant to them was personalized and highlighted. For non-Vodafone consumers a similar display of content was shown only to make them realize what they were missing out on.

-Delivered on business objectives - Conversion rate on registrations increased from 3% to 33% as against a targeted 25%-Delivered on communication objectives – Increase in interaction rates from 0.5% to 23.3% -The communication was a delight - A roadblock on one of the portals (in.com) showed a sharp increase (20%) in the time spent, just for the banner.Awards & Recognition - “Best use of Internet & Digital Media” - Abbys (Goafest) 2011