Agencies pitch for Reliance Polyesters

MUMBAI: Creative pitching is on at full swing for the Mukesh Ambani-owned Reliance Polyesters and Polymers account

Agencies which have already presented their credentials for this piece of business include Vyas Gianetti, Everest Brand Solutions, Capital Advertising and Quadrant.

A brief has now been handed to these agencies, which involves devising an entire corporate campaign around polyesters and polymers, in addition to all its vertical brands.

After the formal division of Reliance group assets, it was expected that Mukesh Ambani would move most of his businesses out of the Anil Ambani-floated Mudra Communications. The current move, said an analyst, could be a first step towards achieving the goal.

As per industry estimates, the Reliance Polyesters account could be anywhere between Rs 5 and Rs 7 crore.

The communication mandate is going to be primarily for the B2B segment and involves mostly print and below the line advertising. The polyesters and polymers portfolio is currently being serviced out of Mudra communications.

The last few years have seen Reliance further consolidating its position in the polyester business on the strength of its integrated operations, economies of scale and diversified product range.

Reliance is today the country’s largest manufacturer for filament yarn, staple fibre and PET with a market share of more than 50% in all these product categories.

Reliance manufactures and markets its entire product range under Recron brand, with individual brands being Recron (apparel and home furnishing), Recron Fibrekill (comfort needs), Recron 3s (re-inforcement applications), Relpet (total packaging solutions) and Recrylic (substitute to wool)

Reliance polymers are marketed under four sub-heads, Repol, Reclair, Relene and Reon.

Reliance polymers are preferred materials for a wide spectrum of applications viz. packaging films, containers, woven sacks, furniture, fibres, appliances, consumer electronics, automobiles, pipes, cables, etc.

These polymers are on the approved list of materials with major multinational companies operating in India including Unilever, Coke, Pepsi, BP, Samsung, LG, Whirlpool, Electrolux, Daewoo, Hyundai, Honda, Suzuki, Ford, General Motors, etc.