ADAG tag dropped, master brand to now be called RELIANCE
The Anil Ambani group will have a new identity. The group will drop the ADAG tag and will be known as just the RELIANCE group, reports CNBC-TV18's Siddharth Zarabi.
- (1888PressRelease) June 09, 2011 - Clearly this is a re-branding that has happened. Almost five years after Reliance ADAG was born as a separate group. It comes several months after the rapprochement and the peace between the two groups. If you look at it the fact remains that the name of the company the group does not change. The master websites still carries The Anil Ambani Dhirubhai Group mention. But what is crucial to note here is that the branding for all the services and remember Reliance ADAG as a group now works in seven sectors with almost 27 businesses and most of these are consumer facing businesses.
About 250 million people are being contacted by some Reliance business or the other almost on a daily basis. So Reliance Communications for instance the service will only be sold as Reliance, and similarly a product from Reliance Capital or Reliance Entertainment. If you look at the website which we have looked at extensively barring the master website everything else is RELIANCE and it says Reliance Capital or Reliance and it says Reliance Entertainment.
Sanjay Behl, who is the head of brand and marketing at the group, explained that from hereon the ADAG group's identity remains but it will not be the master brand in any manner. It will be RELIANCE. The difference with the other Reliance, the Reliance of Mukesh Ambani's Reliance Industries - if you look at it is that while Reliance is written in lower case the ADAG RELIANCE at this stage is full caps.
There are some changes, it is blue, there is now a triangle, the lines have been taken off. So clearly the larger sense that one gets from it is that some sort of commonality is being achieved between the two brands. Although when I asked Behl this could cause conflict, he made the point that Reliance Industries is a B2B business. It generally works with business consumers and not retail customers. Therefore there would be no confusion.
But finally I think it is a big change that has happened. It is being done over the last several months it has been carried out. From here forth all the Reliance services will only be sold under the Reliance name the ADAG name will remain, the promoter remains but it will perhaps be a sub text in all the branding from hereon.
http://www.moneycontrol.com/news/cnbc-tv18-comments/adag-tag-dropped--master-brand-to-now-be-called-reliance_509447.html
###
space
space
Satisfied Users & 
Approved Press Releases
Print
Email
Report Spam