Reliance ADAG's Controversial Advertising Campaign | Marketing Communications Case Studies

Details

Case Code : CLMC055
Publication date : 2009
Subject : Marketing Communications
Industry : Diversified
Length : 06 Pages
Price : Rs. 100

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Key words:

Advertising, ethics, Corporate lobbying, RIL, Reliance ADAG, NTPC, Production Sharing Contract, Capital expenditure

Note

1: This caselet is intended for use only in class discussions.
2: More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.

Abstract:

In August 2009, the Reliance Anil Dhirubhai Ambani Group (Reliance ADAG) launched an advertising campaign comprising a series of print advertisements alleging that the policies of the Union Ministry of Petroleum and Natural Gas had favored Mukesh Ambani-led Reliance Industries Limited (RIL) at the cost of the profits of state-owned National Thermal Power Corporation (NTPC) and the government. The controversial ads prompted RIL and the government to react. Media experts felt that Reliance ADAG had taken corporate lobbying to a new level by engaging various stakeholders in a debate over the gas price formula. They felt that Reliance ADAG might have set a new trend for other companies to emulate.

Issues:

  » Marketing communication
  » Public relations
  » Corporate lobbying
  » Ethics

Introduction

On August 17, 2009, Reliance Anil Dhirubhai Ambani Group (Reliance ADAG) launched an advertising (ad) campaign alleging that the policies of the Union Ministry of Petroleum and Natural Gas were favoring the Mukesh Ambani-led Reliance Industries Limited (RIL), thereby cutting into the profits of the state-owned National Thermal Power Corporation (NTPC) and the government...

Questions for Discussion:

1. Critically analyze Reliance ADAG’s controversial advertising campaign. What are the pros and cons of launching such a campaign?
2. Reliance ADAG’s ad campaign attracted a lot of criticism. What are the main concerns raised by critics? Do you think the ad was ethical? Why (not)?