Ric Plans A Complete Brand New Image Makeover !

[Arun 795]

ADAE group set to overhaul its branding and communication

TIMES NEWS NETWORK [THURSDAY, SEPTEMBER 15, 2005 02:48:01 AM]

Post-split between the Ambani brothers, the Anil Dhirubhai Ambani Enterprises (ADAE) group, led by Anil Ambani, is working on a massive project to overhaul its branding and communication strategies in a bid to shed Reliance’s image as an industrial house and get more consumer-centric.

Anil Ambani who inherited the entire customer facing businesses — Reliance Infocomm, Reliance Capital and Reliance Energy as part of a settlement formula that saw the establishment of ADAE — has roped in international brand guru David A Aaker of Prophet brand strategy to study and review the brand equity of the current businesses and give them a more consumer-centric focus. The mandate is to develop a brand image that will equal that of other consumer-oriented brands like mobile handset maker Nokia or financial services major ICICI.

Corporate observers call it one of the largest corporate exercises undertaken. “We are re-evaluating the current brand image in the minds of the consumer. The idea is to revitalise the brand and get the consumer as its most important focus at any given time. Every interaction from the brand, right from its equity should be consumer-facing,” said Sanjay Behl who recently joined Infocomm as head of branding.

The emphasis on branding is not surprising. Anil has always been media savvy and was the face of the undivided Reliance Industries. Also, despite the huge ad spends, Infocomm’s advertising does not have the class or chutzpah seen in the advertisements of rivals like Hutch where the ad with the pug won rave reviews.

Reliance Infocomm has taken the help of either celebrities like cricketer Sehwag or actor Paresh Raval or focused on the pricing factor with emphasis on the 40 paise talktime at the time of launch of services or the Rs 501 phone at the time of the Monsoon Hungama offer.

To an extent, the “unclassy” look may have been deliberate. As Reliance was a late entrant in the mobile phone market and with its plans of being the biggest mobile phone operator, it went about marketing the mobile phone to the man on the street. Hence, the advertising had to communicate affordability more than anything else. While Dhirubhai Ambani was the best brand ambassador that Reliance could have, the advertising could have been better packaged, industry observers say.

Even before Anil took over the mantle at Infocomm formally, the industry had been expecting him to focus and overhaul the image to get out of the ‘501’ image. Anil has done so with a vengeance. Infocomm has already inducted former Levers’ man and Nokia marketing head Sanjay Behl as head of branding and Airtel’s Nalini Gupta as marketing advisor.

The revitalisation of corporate identity is not limited to Infocomm alone.

The entire ADAE group which includes companies like Reliance Capital and Reliance Energy will be part of this exercise to “revisit the consumer connect philosophy”. Ajay Kakkar has been roped in from Ogilvy & Mather as head of marketing, Reliance Capital, which is also consumer oriented with its interests in mutual funds, insurance, etc. “The Indian financial services industry is growing by leaps and bounds.

In no other category is the competition so intense. The mutual fund industry itself has 30+ fund houses vying for the investor’s share of wallet,” said Mr Kakkar.“The money indicates just how important the selection of the right name and image can be in ensuring a company’s success. The new economy is a huge potential for all companies,” said a senior official of a strategic consultancy firm.

Currently, Infocomm is working with Saatchi & Saatchi and Ambience. It is now open to working with multiple agencies for its various customer segments. Incidentally, the ADAE pitch is also being hotly contested by multiple agencies. “Consumers’ expectations have changed. If old economy companies try to operate the same old way, they’ll fail,” said a senior brand consultant.

Utility marketing and branding is an entirely new field in India. “Just like FMCG, durables and services marketing have very unique nuances, and we are looking to strengthen our utility brand building effort to partner with the agency who is most capable of scaling up learnings quickest. Each of our distribution areas is a huge operation by itself and each will have its specific challenges — therefore, we are keen to align with the agency who could deliver on the local challenges,” said Yogendra Vashishta, head of branding, Reliance Energy.

In a fiercely competitive market, the ADAE group is clearly trying to seek the attention of the fickle consumer and secure their loyalty. Will the new look ADAE group click, only time will tell. These companies are now owned by Anil, which came to him as part of a settlement formula hammered out in the last months, which saw the establishment of Anil Dhirubhai Ambani Enterprises (ADAE) Group. From now, Reliance Infocomm is an ADAE company.

Utility companies are working hard on treating consumers the way they should be. The Anil Dhirubhai Ambani Enterprise group is set for a brand overhaul in a bid to be seen as a global consumer company. Internationally, utility marketing and branding has emerged as the latest specialised sector, report Kala Vijayraghavan and Rajeshwari Adappa Thakur.

Agencyfaqs.com reports...

Anil Dhirubhai Ambani Enterprises group

has decided to call for a separate creative as well as media pitches for all its companies, which include Reliance Infocomm, Reliance Capital and Reliance Energy. Confirming the development to agencyfaqs!, sources at ADAE said, “We will call the agencies for a presentation very shortly.”

While the company declined to comment on the size of the business saying that “it would be one among the top three spenders in India and the spend would be higher than that of FMCG companies.” As per industry sources, the size of the business is estimated to be more than Rs 100 crore.

At present, the entire Reliance Group is handled by three agencies – Mudra, Saatchi & Saatchi and Ambience Publicis. Post-split between the Ambani brothers, the Anil Dhirubhai Ambani Enterprises (ADAE) group, led by Anil Ambani, is working on a massive project to overhaul its branding and communication strategies in a bid to shed Reliance's image as an industrial house and get more consumer-centric.

The ADAE group presently consists of Reliance Infocomm, Reliance Capital and Reliance Energy. While Mudra handles the Reliance Capital and Reliance Energy businesses, Saatchi & Saatchi and Ambience Publicis work on Reliance Infocomm. Ambience Publicis takes care of the corporate account of Reliance Infocomm, while pre-paid and post-paid are handled by Saatchi & Saatchi. According to company sources, Mudra will not be hit much since it handles just about 5 to 10 per cent of their businesses.

The group has already hired additional creative talents to take care of its various customer facing businesses. Former Levers’ man and head, marketing, Nokia Sanjay Behl has been given the portfolio of head, branding, Reliance Infocomm. In addition, Nalini Gupta has been roped in as marketing advisor, and Ajay Kakar, as head of branding, Reliance Capital.

[SexyGurl 0]

It's quite right ... Hutch has been very very strong on Advertising ... RIC is in an altogether different world .. way below Hutch

[ashoksoft 83]

Wait and watch guys ... REL is gonna re-rise like the phoenix

Cheers

Ashok

[RajanPERT 0]

This is a good beginning by the Anil Ambani. I think we will saw more and major beginning in coming month in this regards.

One think is already happened, as we saw the news of bulk purchase of the Handsets by the Reliance Infocom.

Just Wait and Watch.

Thanks and Take Care!

[Arun 795]

Reliance Infocomm lines up brand push

Business Standard / Mumbai December 3, 2005

Reliance Infocomm, which is in the process of a brand overhaul, is scouting for nearly 50 people in the marketing, branding, customer management and communication space.

The company will unveil its new brand identity shortly with a multi-media campaign. While the media duties will be handled by Mudra’s media arm, Optimum Media Solutions, Reliance Infocomm is still in the process of finalising the creative agencies. The agencies that are currently handling the Reliance Infocomm account are Satchi & Satchi and Ambience.

“We are in the process of rebranding ourselves into a brand that has a lot more emotional connect and imagery. The whole process will be completed in the next six to eight weeks,” said Sanjay Behl, head (branding), Reliance Infocomm.

He said Reliance Infocomm’s vision was to become a globally competitive brand across all the categories. The company will also restructure its marketing team by having a central marketing team in Mumbai and several circuit marketing teams in regions.

On the branding front, the company is looking at brand architecture, advertising professionals, individuals with retail branding and out of home visibility expertise.

The effort is to position Reliance Infocomm as a contemporary brand that has the ability to connect with the mass, he added. “Reliance Infocomm today is perceived as a brand that ensures value for money,” said Behl.

[anujit 0]

I think it's high time they came out as a quality brand.

Airtel is a beautiful brand as is Hutch. Theres no reason why RIM cant do that.

After all in terms of technology and services RIM is way ahead of the pack. But in terms of brand recognition... they're sort of second to BSNL (2nd from the bottom that is)!

[linuxguy 0]

I feel they are taking the right steps. After the 'Monsoon hungama' RIM is mostly viewed as a 'trash' brand. Yeah, a brand anybody can easily afford. It's good for a while but the big spenders really dont go in for RIM. They rather go in for Orange despite their heavy tarrifs and restrictions. The reason? Orange is the classiest of all. Even Airtel can't match it. Besides Orange has really focused on quality (though lately they are sloppy in doing business) all throughout their reign in Mumbai. Thats what makes them special and thats what RIM wants now!

[ashoksoft 83]

Trust both the companies *Orange and RIM to fiddle with the same strings...

RIM proposed a brand makeover, Orange becomes Hutch in mumbai.

RIM launches a scheme, Hutch launches one on its "CLASSY" network too....

Now somehow, we have trashy offers from the classy master also ...

and looking at the past reliance sure needs a real make over, and instead of the INDIAN look that reliance ad's have had in the past, we need more classy ads (yeah ambani will need to spend more money on the brand, rather than the JOY of RIM tune which really s**ks, we need something classy and catching like the airtel tune, the hutch tune (u and I) etc..)

Cheers

Ashok

[abhay 0]

i think its off the topic but there is one company which nowadays is maknig a extream and effective make over

SBI ! man i neva expected a govt company to improve soo well

did u guys actully the kind of advertising SBI is doing these days

RADIO

PAPERS

TV

man reliance should learn something from SBI

[@ksh@T 20]

and also lil ambani shd learn something frm his uncle KV Kamath