ADAG is now ‘Reliance Group’
01 Jan 2011
Indian business conglomerate Reliance Anil Dhirubhai Ambani Group (ADAG) has renamed itself Reliance Group, dropping the name of owner Anil Ambani in a marketing exercise aimed at consolidating the group's several brands and sub-units under a single "iconic" brand.
The change has also been implemented in the group's logo, which has been altered.
According to Sanjay Behl, head of the group's brand and marketing, apart from a need to modernise the logo, the move has also been driven by the increase in the group's size, products, services and customers in the past few years.
The marketing exercise includes incorporating the word "Reliance" in the names of major products and services where it didn't previously appear.
He said while Reliance Mobile will be called just Reliance, its 3G service will be called Reliance 3G and its GSM service Reliance GSM. Among the bigger brands, BIG TV will become Reliance Digital TV and BIG Pictures will become Reliance Pictures.
Behl said the company will start rolling out the new brand identity from this month and much of the brand changes will be visible in the upcoming ICC World Cup cricket tournament.
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