In the first phase, the company plans to launch the product in 12 majormetros across the country. The company has already test-marketed the productin Mumbai in February 2000. Says Rajendra Jadhav, director, Jadoonet.com:``With this plug and play device, you can get access to the Net on your ownTV. It's targeted at the masses. And any one who has a television set and atelephone connection can surf on the Net now.'' For effective marketing ofthe product, the company will be tying up with a leading consumerelectronics company very soon, informs Jhadav.`` Buoyed by the success ofthe product in Mumbai, we are going for a national launch now. In Mumbai, wehave bagged orders for over 33,000 sets. Our hope is to sell 50,000 sets bySeptember 2000,''adds Jadhav.

To complement the services of the new product, the company has launched ahorizontal, family portal titled -- Jadoonet.com -- on May 25, 2000. Targeted atthe families, the portal offers information on a wide range of subjectswhich include, health, showbiz, sports, education and business amongstothers.

Explains Jhadav: ``Jadoonet.com is in fact India's first portal designedspecifically for viewing on TV screens. With the launch of Jadoonet Classicwe have made surfing the Net easy. Now, our focus is to give links toleading and relevant sites through our aggregator portal.''

For its offline advertising, the company has roped in Lintas India Limitedto chart out its communication strategy. To announce the launch of theportal, the company has unveiled an aggressive print campaign, comprisingthree different creatives across the nation.``To stand out in the clutter,you need innovative and creative advertising today,'' says Jhadav.

According to Jhadav, the USP of the portal is that you can view the Net fromanywhere at home. Hence, the headline of the print campaign goes as ``Now,do it from a distance.''

As for its online advertising strategy, Jhadav says:`` We have appointed`Initiative Media' for our media selling on the Net. For strategicalliances, we are looking out for partners.''To support its printadvertising, the company has plans to launch a high-voltage television andoutdoor-media campaigns very soon.