Reliance ventures into social networking with

Reliance ventures into social networking with

Author | Jagadeesh Krishnamurthy | Tuesday, Aug 07,2007 9:21 AM

Reliance ventures into social networking with

Reliance ADAG seems to be in a race to capture all facets of the Internet with its ventures in this space. After launching, an online gaming portal, Reliance has now ventured into one of the popular online pastimes of Indian Internet users -- social networking -- with The site is touted to be a hotspot for the growing Internet audiences in India with its varied offerings like networking, media sharing, blogs and forums.

Envisioning as an ‘Orkut meets YouTube meets MySpace’ portal, Rajesh Sawhney, President, Reliance Entertainment, noted that the company intended to build India’s No. 1 youth networking site with this offering.

Talking extensively on the reasons for getting into this segment, he elaborated, “We have entered into social networking after considering three basic issues. Firstly, we always wanted a youth centric business considering India’s huge youth demography. Secondly, the broadband phenomenon in India will kick off in the next three years owing to a surge in the media sharing platform. And finally, we always wanted to have an advertising driven business and this creates a wonderful opportunity for the same.”

The promotional activities for this new service have already begun extensively. “We have a sizeable budget for the marketing activities encompassing all media. For this, we will have a multimedia campaign with TV, outdoor, radio, as well as ambient and BTL activities. Around five to seven different television commercials are in the pipeline, which will convey the various services offered by the site,” explained Sawhney. The creative agency behind the campaign is Ideasatwork. Speaking about some of the plans of the portal, he said, “We are in talks with a company to try and create the largest database of advertisements created in India through the site, which will be accessible for all. By that, any user can search for a particular ad created in a particular year in the country for a particular brand and view it online for free.”

Sharing more on the advertising driven revenue model of the portal, Sawhney said that the company would incorporate most of the popular online advertising models being used now. With already a claimed database of about one lakh registered profiles on the site within a month and half of its launch, Sawhney noted that their first task would be to make this a 10-million strong user community.

Whatever you do, do it ‘big’, seems to be the mantra at Reliance Entertainment. And that explains the ‘big’ branding in almost all their properties. With their previous online product earning a fair amount of good reviews from online gamers, the company hopes to continue its run in this yet nascent industry.

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