Anil Dhirubhai Ambani Group (ADAG) has not only built its brand through its customers but also through numerous stakeholders on a daily basis
Year 2010 brought about some interesting events for the brand ADAG. One of the most notable of these was the Supreme Court’s verdict on its tussle with RIL over gas. Though, sadly, the judgment wasn’t in its favour, it surely brought in a big sympathy wave for ADAG and also the relief that finally a concrete decision has been taken. Another interesting incident, the one that was least expected, which brought in a new hope of growth and better opportunities for ADAG was the peace pact between the Ambani brothers (both Mukesh and Anil came out in the open and scrapped the non-compete aggreement). In fact, it added a few oodles more to the brand shine. Raison d’être: The removal of the non-compete agreement helped ADAG restructure its telecom wing Reliance Communications (RCOM), a sub brand that contributes very significantly (primarily because of the sheer reach that it commands) to the overall value of the brand ADAG.
RCOM from the very start has been instrumental in creating value for brand ADAG as it has always charted unconventional paths to stand out as a clear winner. In fact, its urge to do unconventional things could also be seen in 2009 when the company embarked a new beginning as it ventured into GSM and became the first telecom operator in the country to offer dual technology under one brand name. “GSM foray by Reliance Mobile was a landmark decision. And with Hrithik Roshan as its brand ambassador, the heartthrob of many in India, it got an instant emotional connect with its customers,” Girish Shah, Head of Branding ADAG, tells 4Ps B&M.
Even Ramki D. Ramakrishna, Owner of Cartwheel (the agency that handled the RCOM account till recently) feels that Reliance Mobile stands for great value and through this initiative it has managed to become a pure value brand in the eyes of consumers. “Reliance Mobile will have to continue being the brand that appeals to the aspirations and ambitions of a demanding India and its varied segments,” however cautions Ramaki.
If RCOM added to ADAG’s overall brand value in a ‘big’ way, Reliance Media Works – the company’s media venture – also added its brilliant mite. In fact, in the last one year, Reliance Media Works has not only announced a major tie up with a US TV network CBS Broadcasting, but is also planning to launch four new niche channels by September 2010. The venture is even looking out for opportunities in the content side of the business and a major announcement with regards to the same is on cards. “It’s difficult to ascertain the total worth of the Reliance Media Works as most of the companies are not listed on any stock exchange, but with deals such as the one inked with Steven Spielberg’s DreamWorks SKG and the tie up with CBS on the channel side would really help the company to leapfrog and with it the brand ADAG to steer ahead,” says Rajeev Katara, a media analyst.
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