MUMBAI: The ADAE group is all set to overhaul its branding and communication strategies, focused around customer centricity. Post the Reliance split Anil Ambani had inherited the entire customer facing businesses of the Reliance Group viz Reliance Infocomm, Reliance Capital and Reliance Energy. On the agenda is now the ensuing branding building exercise, for which the newly formed entity has decided to re-look their existing agency relationships and call for a pitch.

 
The ADAE group has already inducted former Levers' man and Nokia marketing head Sanjay Behl as head, branding, Reliance Infocomm, Nalini Gupta as marketing advisor and Ajay Kakkar as head of marketing, Reliance Capital.

 
 
The company is considering fresh agency pitches to take care of
the various customer segments within Reliance Infocomm as well as other ADAE group companies such as Reliance Capital and Reliance Energy. Post Anil Ambanis takeover of RIC, it may be recalled that he had almost instantly announced that apart from Infocomm, both REL and RCL would see the infusion of much needed capital to take them individually into the top 3 players of their industry segments.

 
 
The agencies currently handling the Reliance Infocomm account are
Saatchi and Saatchi and Ambience. Reliance Infocomm will be looking to work with multiple agencies for its various customer segments. While Reliance Capital and Reliance Energy are being handled by Mudra currently.