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Anil Ambani’s ADAE to have pitch involving 20 agencies in November for Rs 120-cr business

16-September-2005
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Anil Ambani’s ADAE to have pitch involving 20 agencies in November for Rs 120-cr business

The Anil Dhirubhai Ambani Enterprises (ADAE) group has decided to go in for a pitch involving 20 creative as well as media agencies. According to industry estimates, the account is going to be in the region of Rs 120 crore. Reliance Infocomm is considering fresh agency pitches to take care of the various customer segments within the company as well as the other ADAE group companies

The first round of presentations is likely to happen in November, according to sources.

The ADAE group is fast building on its newly spruced-up branding and marketing leadership by hiring additional creative talents to take care of its various customer facing businesses. It has already inducted former Nokia marketing head Sanjay Behl as Head, Branding, Relaince Infocomm, Nalini Gupta as Marketing Advisor to Chairman, and Ajay Kakkar, as Head of Branding, Reliance Capital. In addition, Yogendra Vashishta, is Head of Branding at Reliance Energy.

Confirming the move, Behl said, “We aim to convert the entire organization into a customer oriented one. An important part of this exercise is to revamp our customer connect philosophy and methodology. One of the key pillars towards this renewed foundation will be an engagement with the best creative talent in the country. We will actively evaluate relationship with some of the top advertisement agencies to take this forward”.

The ADAE group account is currently handled by three agencies – Mudra, Saatchi & Saatchi and Ambience. While Mudra handles the Reliance Capital and Reliance Energy businesses, Saatchi & Saatchi and Ambience Publicis work on the Reliance Infocomm account. The corporate account of Reliance Infocomm is handled by Ambience Publicis. The pre-paid and post-paid business is with Saatchi & Saatchi.

Asked whether the Reliance Infocomm account will now revert to Mudra, since Anil Ambani owns the latter, Behl was categorical that the field was open to all. “We have a one point agenda in this regard -- seek the best communication partners for our business. Though Mudra may also be a contender, they will be treated on a par with their peers. That Saatchi & Saatchi and Ambience, not Mudra, are our current agency partners even today makes our point that Reliance InfoComm will be driven by the best agency fitment approach. We will partner with whosoever can deliver us the best end-to-end communication plan & creative.”

The group is set to overhaul its branding and communication strategies, focused around customer centricity. It may be noted that Anil Ambani had inherited the entire customer facing businesses of the Reliance Group -- Reliance Infocomm, Reliance Capital and Reliance Energy. “The ensuing branding building exercise will perhaps be one of the largest such exercises undertaken in Indian marketing history, which will without doubt include a call for a re-look at the existing agency relationships,” according to a spokesperson of the group.

Reliance Infocomm is one of the largest Ad spenders in the country, consistently finding a place in the Brand Equity top-10 advertising spenders

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