ADAG goes for corporate image makeover, ropes in Bachchan

Bachchan, a close friend of group chairman, Anil Ambani, is arguably the biggest brand ambassador in India endorsing a slew of lifestyle products.

According to sources, the group has allocated approximately Rs. 150 crore for the corporate advertisement film, with the theme line, 'Think bigger; Think better', in televisions and other media outlets.

The corporate makeover initiative, announced May 28, is expected to incur a cost of about Rs. 700 crore this fiscal alone in the advertisements, perhaps the largest budget by any corporate entity in India.

According to Anil Ambani, the corporate makeover presents the group with the opportunity "to get closer to our new identity, to reflect on the philosophy behind it, and to celebrate the spirit of teamwork that lies at the heart of it."

"While embarking on this truly momentous journey, I look forward to working with each one of you - as we give life, body and soul to our new identity, our new vision - together," Ambani said in a webcast.

"Our new corporate colours blue and red convey values of integrity, confidence, energy and passion... Reliance Apex, is an embodiment of hope, optimism and success," Ambani said, adding, "The change is not just about our physical environment, it is not just about technology... this change goes deep within - it is a change in attitude, in mindset, in belief, in dreams, hopes and expectations."

Listing the strengths of the group that has a market cap of about Rs. 1,00,000 crore with an asset base of over Rs. 31,500 crore and net worth of Rs. 27,000 crore, he added, "We have over 50 million customers, the largest for any group in India (and) over eight million shareholders, perhaps the largest for any group in the world."

The new identity for the 'third largest group in India' came in less than a year of ownership settlement in Reliance empire between Anil and elder brother Mukesh on June 18, 2005 through an intervention by mother, Kokilaben.

According to industry analysts, Anil Ambani went for the image makeover as he wanted a brand identity for his group, which would be customer-friendly, have a more youthful look and also which could relate more to people at the retail level. This, despite the fact that under the demerger agreement between the Ambani brothers, both sides can use the existing Reliance logo.