R-ADAG banks on Big B for 'last mile' connection

The Reliance-Anil Dhirubhai Ambani Group (R-ADAG) has roped in Amitabh Bachchan as its corporate brand ambassador. Bachchan will be endorsing R-ADAG's new corporate identity, which was unveiled last weekend, across mass media.

Noted filmmaker Rakeysh Mehra and music composer Shankar Ehasaan Loy have teamed up for a TV commercial featuring the Big B. The theme of the commercial, Think Bigger, Think Better, will reflect R-ADAG's corporate ideology.

While two ad films will be released in the first phase of the launch, which will run for two months, the third commercial will be released in the third month, when the campaign moves into the second phase.

The campaign will stretch across media from TV to outdoor and also cover Reliance Communication interface, which includes Reliance handsets.

A total of Rs 10 crore has been allocated as media costs for airing the commercial over 60 days. The metamorphosis of the group's identity, which will be completed in four weeks, will cover signages, forms, stationery, bills, envelopes, over 400 software applications on the Reliance Communication telecom network.

Also, the earlier inverted diya logo of Reliance has been replaced with the new double A look. The apex symbol, which is part of the new corporate logo, according to R-ADAG, signifies a fast forward climb for the group and its customers.

The complete rollout will span 4,500 towns and three lakh villages across the country.

Yogi Vashishta, head of branding, Reliance Energy, said, "With most of the group's businesses having a large customer interface, the campaign is in sync with the time scale and time horizon of individuals wanting to achieve their aspirations at a quicker pace."

The US-based Landor has worked on the new design, while Prophet's David Aaker is responsible for the brand architecture and strategy. Advertising agencies O&M, JWT, Mudra and Leo Burnett among others have been identified for the creative's of various verticals.