Amitabh to push ADAG brand

MUMBAI: Anil Dhirubhai Ambani Group (ADAG) will spend an estimated Rs 700 crore for promoting its new corporate identity. That is not all. It will also rope in India’s most popular brand icon - Amitabh Bachchan - for its ad film.

As part of its corporate identity makeover, ADAG is all set to pronounce the company’s new look to the corporate world and the general population alike. This initiative, according to experts in the advertising circles, is among the largest by any corporate entity in India. Anil Ambani, unveiled his group’s new logo on Sunday.
Yogendra Vashisth, head of branding for Reliance Energy, told DNA Money: “I’m not in a position to comment on the exact value of this promotional exercise.”

However, sources in the advertising fraternity estimate the media space and airtime for campaign starring Amitabh alone to be worth Rs 150 crore.

The ad film with the theme line ‘Think bigger; Think better’, is being aired on various channels starting May 28.

(With inputs from PTI)