Anil Dhirubhai Ambani Group on Saturday adopted 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 (Rs 4 billion), 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.
The new identity for the 'third largest group in India' came in less than a year of ownership settlement in Reliance empire between Anil and elder brother Mukesh on June 18, 2005 through an intervention by mother Kokilaben.
"The change is not just about our physical environment, it is not just about technology... this change goes deep within - it is a change in attitude, in mindset, in belief, in dreams, hopes and expectations," Anil said.
The new logo has been created by a team of branding professionals from within the group with the help of global consultant Landor and Prophet and the entire exercise, sources in the know say, could involve an expenditure of over Rs 400 crore.
Besides, the group will have a new signature tune and the new look of the group would be unveiled on Sunday.
Listing out the strengths of the group that has a market cap of about Rs 1,00,000 crore (Rs 1000 billion) with an asset base of over Rs 31,500 crore (Rs 315 billion) and net worth of Rs 27,000 crore (Rs 270 billion), he said, "We have over 50 million customers, the largest for any group in India (and) over eight million shareholders, perhaps the largest for any group in the world."
Stating that the group touched the lives of ten per cent Indians every day, Anil said, "It is an enviable foundation for us to build a great global enterprise and to deliver on our values and our brand promise."
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