ADAG to use 'Reliance' as master brand

NEW DELHI: Anil Ambani-led ADAG has decided to use ' Reliance' as master brand henceforth for all products and services offered by its group companies, dropping the word 'ADAG'.

"The brand 'Reliance' has a strong consumer connect, so we have decided to use it as the master brand for all the products and services," a senior ADAG official, who did not wish to be identified, said.

The official, however, added that there will be "flexibility" to use the ADAG logo as and when required.

The group has already started using 'Reliance' as the mother brand in its internal communications and, going forward, advertisements and touch points will be used to communicate the change to consumers. It has no plans of any mega campaign.

"Reliance has a strong brand awareness among consumers, so we do not need to spend heavily to communicate the change anyway," the official added.

According its official website, the group has a customer base of over 100 million in India and has business interests in communications, financial services, power, infrastructure and entertainment.