In.com is not just your regular entertainment website. The Web18 venture has been belting out some fine online initiatives in co-ordination with varied brands / online properties.

And this time the In.com has teamed up with Coca-Cola to execute Madison Media Infinity’s concept. The Web18 venture is promoting   lemon-lime beverage Sprite by creatives leaning on the baseline ‘Seedhi Baat No Bakwaas and has managed to marry the brand core with the products functionality. Madison, which is the creative agency, has cleverly inserted the baseline into its email service.  The Inbox is titled ‘Seedhi Baat In’ and the Trash folder ‘Bakwaas Out’.

We just reported about Reliance’s latest initiative that extends the brand proposition. It looks like agencies across India are really paying heed to online innovations unlike earlier. It is good to see agencies move from regular banner innovations and websites.