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Writer: Preeti Jadhav - Tuesday, Jul 05,2005 7:31 AM

Reliance Energy turns electricity bills into effective ad medium

Reliance Energy turns electricity bills into effective ad medium

Reliance Energy has created a media out of a simple electricity bill since the last six months, thus opening up more revenue models. In an innovative effort, Reliance Energy has laid out its electricity bills for marketers to put their branding in five geographical regions across the suburbs of Mumbai.

Explained Yogendra Vashishta, Brand Head, Reliance Energy Ltd., said, “After we changed the bill format making it more readable, we have created a media out of a bill and it is perhaps a medium unbeatable by any other medium. One, the bill is a must-read and, secondly, is read at least twice. So, the reach of 23.4 million households makes it approximately 1 crore people who read it.

And, unlike a newspaper, since the ads are on the front page of the bill, they are bound to be noticed.”

The revenue expected from this activity is Rs 50 lakh a year. The clients who have already shown interest in this advertising medium are HLL Sangam, ICICI Prudential, Kotak Life Insurance and HSBC. The marketing company for this activity is Cutting Edge Media.

“Brands want to be associated with the utility bills as they are a perfect environment for them to advertise on. The advantage that a marketer can get from a Reliance Energy bill is that of segmentation, both demographically as well as on the basis of income. Thus, the effectiveness of this medium is tremendous and advertisers across categories are showing interest,” said Murtuza Kagalwala, CEO. Cutting Edge Media.

It can be recalled that in January 2003, BSES, which came into existence in 1929, became a part of the Reliance Empire with Anil Ambani appointed as Chairman. The name of BSES Ltd was subsequently changed to Reliance Energy Ltd (REL) and is now India's leading private sector utility group.

Reliance Energy is also ranked among India's top 20 listed private companies in terms of all major financial parameters, including assets, sales, profits and market capitalisation. It is India's most valuable power company with market capitalisation of Rs 13,400 crore as of March 31, 2004.

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