Anil Ambani to rechristen group Reliance-ADAG

The Anil Dhirubhai Ambani Group (ADAG), hardly six months old, is set to be rechristened for the second time. This time into 'Reliance-ADAG'. The makeover is expected to take place as early as in 10 days.

"This name is one of the options we are looking at. The final decision will be taken soon," said a source close to the development.

Initially, ADAG was called Anil Dhirubhai Ambani Enterprise (ADAE). But in a branding exercise to position the group as "young dynamic organisation," the term 'Enterprise' gave way to 'Group' in the company's name.

According to an earlier report by Business Standard, the group was also set to appoint a creative agency from the four shortlisted agencies "" Lowe, O&M, JWT and Mudra.

The branding work of ADAG began five months ago when the company consulted international brand guru David Aaker. It also appointed Ramki to make a film for Reliance Infocomm. Moreover, Divya Gupta, former president of Rediffusion's media arm, was appointed its media advisor.

Interestingly, Anil's brother Mukesh Ambani-controlled Reliance Industries (RIL) is also working on a rebranding exercise. The attempt is to highlight RIL's specific identity after the power, telecommunications and financial businesses were demerged.

According to the agreement between the two brothers, both the companies, RIL and ADAG, have the right to use the Reliance trademark. The trademark means the name Reliance and the 'R' device.

According to sources, the Mukesh camp is looking at 'Reliance Industries Group' and 'RIL Group' as options. With both the brothers coming out with IPOs, the rebranding exercise seems to have gained importance.

On the one hand, RIL is planning a $1.3 billion IPO, and, on the other, ADAG is also looking at listing its companies. Both want a separate identity for their groups.

The two sides also have a non-compete clause for 10 years for existing business. But in the case of businesses outside the preview, either of the brothers is free to use the Reliance trademark.