Anil Dhirubhai Ambani Enterprises group to call for agency pitch

The Anil Dhirubhai Ambani Enterprises (ADAE) group has decided to call for separate creative and media pitches for all its companies, which include Reliance Infocomm, Reliance Capital and Reliance Energy. Confirming the development to agencyfaqs!, sources at ADAE said, “We will call the agencies for a presentation very soon.”

The company declined to comment on the size of the business, saying that “it would be one among the top three spenders in India and that the spend would be higher than that of FMCG companies”. But industry sources estimate the size of the business to be more than Rs 100 crore.

At present, the entire Reliance Group is handled by three agencies, Mudra, Saatchi & Saatchi and Ambience Publicis. After the split between the Ambani brothers, the ADAE group, led by Anil Ambani, is working on a massive project to overhaul its branding and communication strategies in a bid to shed Reliance’s image as an industrial house and become more consumer-centric.

The ADAE group currently consists of Reliance Infocomm, Reliance Capital and Reliance Energy. While Mudra handles the Reliance Capital and Reliance Energy businesses, Saatchi & Saatchi and Ambience Publicis work on Reliance Infocomm. Ambience Publicis takes care of the corporate account of Reliance Infocomm, while pre-paid and post-paid are handled by Saatchi & Saatchi. According to company sources, Mudra will not be hit much since it handles just about 5-10 per cent of the ADAE group business.

The group has already hired additional creative talents to take care of its various customer-facing businesses. Former Lever man and head, marketing, Nokia, Sanjay Behl has been given the portfolio of head, branding, Reliance Infocomm. In addition, Nalini Gupta has been roped in as marketing advisor, and Ajay Kakar as head of branding, Reliance Capital.

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