The KG Basin gas is yet to flow, but the ADAG camp is firing on all cylinders. The latest twist in the battle between the two Ambani brothers has seen Reliance ADAG chairman Anil Ambani mount an all-out blitzkrieg against elder brother Mukesh Ambani and the petroleum ministry. For three days, Reliance ADAG has plastered the front pages of virtually every national daily of consequence with front-page advertisements. The ads are unique in that they are “issued in public and national interest” and seek to mobilise favourable opinion from the general public to aid in a private business dispute. Claiming that the national exchequer is being deprived of its rightful share, they are also a full-frontal attack questioning the petroleum ministry’s decisions. Reliance ADAG brand and marketing group head Sanjay Behl declined to comment. However, Anil Ambani camp insiders justified the campaign, saying: “The intricacies of the KG Basin gas dispute have not been completely understood by the general public. This is an attempt to bring facts that are not subjudice to light.” It is believed that ADAG has spent at least Rs 12 crore on the campaign. A media source said, “This is just the beginning.” The campaign, which has an SMS and email response mechanism, is said to be generating 1,000 emails and 5,000 SMSes daily since its launch two days back. The future course of the campaign is a closely-guarded secret and only Anil Ambani’s inner circle is believed to be privy to the same. A spokesperson from the Mukesh Ambani-owned Reliance Industries said, “The release of the advertisements completely demonstrates the fact that RNRL is indulging in an orchestrated campaign intended to bring into public debate and prejudge the issues that are pending adjudication before the honourable courts. We reiterate that we will present our views and contentions on all aspects only before the honourable courts.” In advertising circles too, people are watching this sudden turn of events with interest. One industry observer with no allegiance to either camp says, “It’s one of the most unusual communication attempts in the history of Indian advertising.” The campaign is believed to have been conceived by DDB Mudra, an arm of Mudra—an agency owned by the junior Ambani. Agency executives, though, refused to comment on either the budgets or campaign strategy. They only said the campaign was too sensitive and they were not allowed to speak on the same. What the industry was almost unanimous was that the Anil Ambani is just the first salvo and elder brother Mukesh will soon retaliate in some form or the other.
1 comment:
Anil Ambani’s ad campaign was aimed at the government, has certainly hit a nerve and thus can be classed a success.
The government’s reaction, as seen in its decision to protect the interests of NTPC, shows that the barbs hit their target. The campaign may also have captured the attention of those who’ve been following the Ambani battle and understand the issues involved.
The ads have tried to educate the public on the subject, and though the method may seem unorthodox to some, the campaign has certainly ensured that the aam aadmi is now fully aware of what the hue and cry is all about.
The ad campaign launched by RNRL has been an eye-opener. By raising certain questions in public, junior Ambani has ensured that the government cannot evade the issues raised by him. That itself is a substantial gain for the embattled Ambani.
Thnx
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