ADAG goes for corporate image makeover, ropes in Bachchan

"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.

Months of planning had gone behind the makeover, said an insider, with the group setting up a "brand council" consisting of marketing and brand professionals from various group companies as well as some senior executives of the group who have spearheaded the new brand identity.

The Ambani group had also hired the US-based brand strategy outfit, Prophet, with renowned brand guru David Aaker offering critical advice. And at the downstream level, it also hooked up with UK design house Landor (which also designed the "Indian" brand logo for Indian Airlines) to execute the design for the new symbol - 'Reliance Apex.'