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Reliance Retail to lay off 900 in select departmen...RCoM net profit up 86% at Rs 1,304 crRCoM net profit up 86% at Rs 1,304 crREL to transfer infra projects to subsidiary

: When one has a name like that, one can’t afford to think small. Not that we can fault the Reliance-Anil Dhirubhai Ambani Group (R-ADAG) for skimping on the plot or on the investment support. Two years ago, when R-ADAG unveiled its corporate identity, it reportedly spent a whopping Rs 40 crore to set the ball rolling. Today, as the group prepares to consolidate its entertainment businesses under the Reliance Entertainment vertical, it has more than doubled its budget to Rs 100 crore.

Of course, the spend befits the plan. And more than matches up to the combined might of competition in the Rs 513-billion entertainment and media market in India (PricewaterhouseCoopers estimate for 2007).

Reliance Entertainment—whose core focus, according to the group website, “is to build significant presence for Reliance in the entertainment eco-system, across content and distribution platforms—currently has nine lines of businesses. It includes Adlabs, Big 92.7 FM, Zapak, Big Flicks, Bigadda, Big Motion Pictures, Big Animation, Jump Games and Big Music & Home Entertainment. The company is expected to launch its bouquet of 20 channels under the Big Broadcasting umbrella.

It’s a mammoth task, to say the least, to try and bring all the different lines of businesses under one umbrella; but here’s how the restructuring and rebranding programme is likely to roll out over the next few months. While FE was unable to reach senior executives at Reliance Entertainment for comments, we’ve put together the plan based on valuable inputs from agency sources, current and ex-employees of the various Reliance group companies.

To begin with, all the business verticals under the Reliance Entertainment umbrella will be christened and aligned with the brand name Big, followed by the name of the business. Industry sources say that even the name of the group holding company, Reliance Entertainment, may be relegated to history. “There’s a chance that the name of the holding company may change to Reliance Big Entertainment,” says a marketing executive with a rival company who didn’t want to be identified in the story.