While scanning through the Economic Times I read a piece wherein woman’s website iDiva.com claims to have 2 million unique visitors within 6 months. The Times Internet (TIL) initiative launched in January 2009 offers content pertaining to women’s fitness, career, relationships etc. The article claimed that the TIL initiative is the “country’s highest rated women-related website” after reaching the 2 million target.

They have many interactive features backed by unique applications for the new age woman. I was really impressed with the menstrual cycle tracker and online tarot reader iDiva.com has to offer.

I believe the skyrocketing success could be due to the extensive advertising campaign encompassing print, TV commercials, hoardings and online banners, mailers etc. Plus they have a print version of iDiva that reaches out to Times of India readers across the four metros.

iDiva.com puts to play the SunsilkGangofGirls.com strategy  wherein the brand is promulgated by synchronising offline and online activities.