Anil Ambani ropes in Bachchan as ambassador

Anil Ambani ropes in Bachchan as ambassador

Author | Source: Business Standard | Monday, May 29,2006 6:56 AM

Anil Ambani ropes in Bachchan as ambassador

Having unveiled a new logo as part of its 'corporate identity' makeover, India's third-largest business house, Anil Dhirubhai Ambani Group (ADA Group) has roped in Amitabh Bachchan for its corporate advertisement film.

Superstar Bachchan, presumed to be a close friend of group chairman Anil Ambani, is perhaps acting for the first time in a corporate ad film though arguably he is the biggest brand ambassador in India endorsing a host of products.

According to sources the group would spend about Rs 150 crore for playing up the ad film, with the theme line 'Think bigger; Think better', on television and other media.

The corporate makeover initiative comes within a year of the birth of the group, a result of the demerger of Reliance Industries, which is expected to spend about Rs 7 billion this fiscal alone on advertisements, perhaps the largest budget by any corporate entity in India.

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