Anil Dhirubhai Ambani Group makeover's

Deepak Mohanty - Televisionpoint.com
The Anil Dhirubhai Ambani Group (ADAG) will unveil a new logo and brand identity for the group from March 23, 2006. The exercise is aimed at creating a fresh identity for the Reliance ADA group of companies.

The new logo has been designed by UK-based strategic brand consulting and design company Landor Associates. This followed a report by San Francisco-based brand consultancy Prophet, whose inputs have been used in the design work. The decision to seek a fresh brand identity and possibly a new logo was based on the desire to break away from the heavy industry image of Reliance Industries.

After the split of the Reliance Group of companies, an agreement has been signed by the camps for sharing of the Reliance logo and trademark. Both the groups are now allowed to use the logo for their existing businesses and any new business that they may start first. The groups are also allowed to use the logo and trademark for co-branding arrangements too.

The ADAG group has also signed up agencies like Mudra, O&M, JWT, Leo Burnett, Lowe Contract, and Everest Brand Solutions for its Rs 120 crore account. Optimum Media Solutions (OMS), Mudra Group's specialist practice division will continues as the agency of record (AOR) for all the ADAG brand accounts.

Effective March 15, 2006, Reliance corporate is handled by Mudra and O&M, Reliance Infocomm is split between Mudra, Leo Burnett, Contract and Everest Brand Solutions. JWT and Lowe look after the Reliance Capital business.

Televisionpoint.com, had first reported that the Anil Ambani group companies demand a complete makeover. Creative as well as media agencies have been invited for a pitch and that the group is looking at overhauling its branding and communication strategies. Post the Reliance split, Anil had inherited the entire customer facing businesses of the Reliance Group.