Reliance gets Umbrella cover

By , agencyfaqs! | In Advertising | December 28, 2005
The Mumbai based creative hot shop, Umbrella, will work on the company's new corporate identity and communication programme

Reliance Industries & #BANNER1 & # has appointed the Mumbai based creative hot shop, Umbrella, to work on the company's new corporate identity and communication programme. While the strategy for the new identity and communication programme will be developed in-house by Reliance, the creatives will be done by Umbrella.

Apart from the traditional elements, Umbrella has also designed other details ranging from corporate attire to crockery design to vehicle branding to interior and exterior designs for the Reliance airplanes.

Confirming this development to agencyfaqs!, Bhupal Ramnathkar, director, Umbrella, says, "This is an important acquisition for us. A company of the standard of Reliance could have easily hired an international agency to design its corporate identity - as they were originally planning to do. But they chose to work with us."

He adds, "This win is even more special because two years ago, when we started Umbrella, we got our very first assignment from Reliance."

"This move is also significant because it reflects a new trend. Today, clients are becoming open-minded and awarding their businesses based, not on the size or the name of the agency, but the quality of its work," says Ramnathkar.

"We started by redesigning the corporate identity of the group. The key task at hand was to ensure that we did not move away from the equity that Reliance has generated over the years, but still portrayed the image of a contemporary company that is in sync with the times."

For the record, Umbrella has also launched the new corporate identity of the Kalyani Group, well known for their flagship company, Bharat Forge, last month.

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