India's Leading Youth Social Networking Site



Case Code : CLMM081
Publication date : 2009
Subject : Marketing Management
Industry : -
Length : 03 Pages
Price : Rs. 100

To download this case click on the button below, and select the case from the list of available cases:

Marketing Management
Short Case Studies

Marketing Case Studies**
Case Studies Collection
View Detailed Pricing Info

Key words:

Social networking, Reliance, Reliance ADAG, BigAdda, e-commerce, short messaging service, wireless application protocol, micro-blogging, blogs, Internet, Mobile Adda, Mo Blog, Reliance Entertainment


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.


ICMR India ICMR India ICMR India ICMR India RSS Feed

In August 2007, Reliance ADAG launched India's first youth social networking site,, with the stated aim of providing the Internet savvy youth a forum for expression and interaction in their local language. Within a year of its launch, BigAdda became one of the fastest growing Internet-based social media businesses in India. With its unique features, the company aimed to widen its user base by targeting both the Internet and mobile segment of youth in particular and by focusing on partnerships with key media houses and celebrities.


On November 12, 2008, (BigAdda), the youth social networking site of the Reliance Anil Dhirubhai Ambani Group (Reliance ADAG), announced that it had touched the 3 million user mark. Commenting on this achievement, Shivanandan Pare, COO, BigAdda, said, "We are very pleased to reach yet another milestone of 3 million user base in such a short span of time. We are actively working towards taking our registered user base to 10 million in India at the earliest and for this we will continue to launch innovative products that appeal to a wider base of people; both our existing users and to attract new users. In fact, launching BigAdda on mobile recently was a step in this direction which has so far received a great response."

BigAdda was launched by Reliance ADAG on August 13, 2007, marking the company's foray into the social networking arena...

Case Studies on Related Topics

1. Sunsilk Gang of Girls': Hindustan Lever Limited's Online Social Networking Initiative in India

2. Social Networking Issues and

3. Harnessing the Power of Online Social Communities for Branding and Market Development

4. Nike's "Joga Bonito"Marketing Campaign