Anil Ambani's enterprise in for makeover

Five months after its birth, the Anil Dhirubhai Ambani Enterprise (ADAE) is in for a makeover. Sometime next week it is going to unveil its new corporate logo along with the branding strategy.

This exercise, sources said, would position the group as a young dynamic organisation with international values.

"The branding exercise will match the size and depth of a multinational company," the sources added. Within the group, too, a debate is on -- whether to retain its ADAE name or to switch over to Anil Dhirubhai Ambani Group.

Sources said the group would appoint a creative agency from the four shortlisted agencies -- Lowe, O&M, JWT and Mudra -- and would soon make its communication strategy public.

The branding work on ADAE started four months ago when ADAE consulted international brand guru David A Aaker.

It has also assigned Ramki, who recently quit JWT, to make a film for Reliance Infocomm. It has also roped in Divya Gupta, former president of Rediffusion's media arm, The Media Edge, as the media advisor.

Her appointment came immediately after the appointment of Sandip Tarkas, the former chief executive officer of RK Swamy's Media Direction, who would be taking over as the media head of ADAE.

To spearhead this branding overhaul, the group has appointed Sanjay Behl, an ex-HLL hand and marketing chief of Nokia, as Reliance Infocomm's head of branding early last year. Nalini Gupta was brought in as the marketing adviser and Ajay Kakar was appointed as the branding head of Reliance Capital.

The branding exercise would focus on establishing the group as consumer-centric because all its companies -- Reliance Infocomm, Reliance Capital and Reliance Energy-- directly deal with customers.