Anil Ambani's 'new Reliance' identity launch on Sunday

NEW DELHI: Anil Dhirubhai Ambani Group on Saturday embarked on a new corporate identity with its Chairman terming the new logo and look as a 'leap forward' to reflect the spirit of 'new resurgent India'.

Addressing the group's employees through a webcast on the eve of the launch of the new logo and unveiling of new corporate entity, an exercise that may see a spending of over Rs 400 crore, ADAG Chief Anil Ambani said: "Our new corporate colours blue and red convey values of integrity, confidence, energy and passion.

"Our new symbol, Reliance Apex, is an embodiment of hope, optimism and success," he said.