The 'reliance' on Ambani: Has the tech mogul become India's most visible business brand symbol?

The pre-wedding extravaganza of Indian billionaire Mukesh Ambani’s youngest scion Anant Ambani and Radhika Merchant (daughter of billionaire Viren Merchant) unfolded like a perfect Bollywood blockbuster last week. As the event witnessed an unimaginable congression of the 'who's who' (from Bill Gates to Mark Zuckerberg and Rihanna) all eyes fell on India and its potpourri of culture, cause and celebrity—all jammed into the city of Jamnagar in Gujarat, India. 

 

However the lure of this event and its captivating global attention extends beyond glitz and glam alone. Reliance Industries Limited, one of India's most colossal conglomerates with a diverse portfolio including petrochemicals, refining, oil, telecommunications, and retail, is an economic powerhouse. It not only plays a pivotal role in shaping India's industrial landscape, but also has a considerable impact on global markets—making any major event associated with the family of interest worldwide. And now, with the new Disney and Viacom deal in tow, it seems there's no stopping this global visibility and impact.

Secondly, the public and media interest in the Ambanis extends beyond their business acumen to their lifestyle, philanthropy, and, notably, their lavish celebrations. Their events are known for their grandeur, celebrity guests, and opulence, reflecting the family's wealth and status. Such extravagance draws global media coverage, public fascination, and discussions around wealth, luxury, and the socio-economic divide. Additionally, their ability to attract influential figures from various spheres, including politics, entertainment, and business, both locally and internationally, turns their personal celebrations into significant social events, garnering widespread attention. In a world where social media blurs the lines between personal and public life, the Ambanis' celebrations offer a glimpse into the lifestyles of the ultra-rich, sparking curiousity and intrigue among the public.

However thirdly, and most importantly, these events play a significant role in repositioning India in the eyes of the global community, showcasing the country not just as a land of historical and cultural richness, but also as a burgeoning hub of modern wealth, luxury, and economic power. After all, the Ambanis' prominence in global business circles has been undeniable in underscoring India's role as a critical player in the global economy, and making it an attractive destination for international investments and technological innovation. 

With all the the above in mind, Campaign reached out to leading industry experts across the marcomms community to find out: Has Brand Ambani truly become synonymous with Brand Bharat, and why has this latest celebration left not just Indians, but the world watching?

Varun Chaudhary

Executive director

CG Corp Global

 

 

Brand Ambani is the force multiplier for Brand Bharat, as one has become synonymous with the other. They have certainly changed the perception about Indian billionaires. They have created a new class in post-liberalised India, which has learned to look beyond the Tatas and the Birlas. Anant Ambani’s pre-wedding event represented one of the fastest growing economies’ growing soft power. What India had achieved during the New Delhi Declaration on the conclusion of the G-20 summit last September, culminated with India's richest man's bid to showcase the nation’s standing on a global stage

 

It wasn’t just a big fat Indian wedding. The event was steeped in Indian values, which celebrated the ancient tradition of “Atithi Devo Bhava”, meaning “Guest is God”. The three-day extravaganza underscored Mukesh Ambani’s innate belief that there are no half measures in life. It was a coming-of-age of a country, which knows how to mix business with pleasure and a happy blend of tradition and modernity. 'Brand Ambani' is all about class, finesse and scale.

 

Anita Nayyar

Media veteran

 

Full marks for pulling it off in Jamnagar! Apart from Prime Minister Narendra Modi, who is clearly responsible for putting India on the global map, given the worth and work of Ambanis, India for sure is being perceived as a self-sufficient & self-dependent country with its own homegrown businesses. From a visibility and guest attendance perspective, for sure, they have grabbed unlimited eyeballs.

 

Also, the showcasing of Vantara project and Anant's effort behind it has certainly given them additional and positive exposure. ‘Brand Ambani’ certainly adds positivity to ‘Brand Bharat’. The strength, effort, hospitality and attendance from all over the world helps and reiterates the Indian mission of "Atithi Devo Bhava." The riches of Ambani's have been publicly showcased to India and the world, but the display of exceptional management and effort with almost no glitches speaks volumes about their professionalism.

 

KV Sridhar
Global chief creative officer
Nihilent

 

 

It’s becoming increasingly difficult to believe that India is still a poor and developing country after this exhibition. It stands diagonally opposite to the values of ‘Brand Bharat’. I think they should have not had this event at all and if required, organise a private one with Nita Ambani’s charity school children. It was all about obscene display of personal wealth!

 

Naveen Gaur

Group COO—Growth and Innovation
MullenLowe

 

 

Reliance industries are already well-known in the international circuit, but this pre-wedding event was covered by likes of WSJ and New York Times that further elevated Ambani’s profile globally.

 

The impact of social media is such that the world has taken notice. 

 

‘Brand Ambani’ adds up to the ambition of ‘Brand Bharat’ and by bringing the who’s who of the world at the pre-wedding festivity, they have taken India global in a different way. It asserts the soft power of India as a developed economy. Who would have thought mention of ‘Jamnagar’ across media worldwide!

 

Nandini Dias

Independent media and communication advisor

 

 

The star-studded festivities have clearly positioned the Ambanis as the first family of India. The Disney Star and Viacom deal has also turned Reliance Industries into the biggest media and entertainment company in the country, and it was, in a way, a great native launch. The entire entertainment industry was present, and it appears from some of the numbers floating that the performances were paid for—a deliberate act that showed that in future too, they would have mutual respect and no one would take each other for granted. 

 

Moreover, the absence of politicians helped in projecting their stance as politically neutral. Growth and money have certainly moved to Asia in the last five years. The de-emphasis of China and emphasis on India is proving to be a game-changer, with the leading family acting as a catalyst in painting an impactful picture. The more Indian companies buy or take stakes in foreign companies or global conglomerates, more such developments transform into a better image of the nation. Tata buying out JLR shook the world. Similarly, Reliance has been steadily buying out or taking stakes in many global companies. 

 

‘Vantara’ balanced the bling. The ostentatious display of cars, jewellery, and designer outfits was still okay but the dissemination of information on the price tags seemed a bit too much. Most celebrities guard their celebrations, but this event seemed like a social-media takeover. I have never seen a family marketing themselves in this fashion. Even the Royal family of England is more subtle. I hope they use their power to make a difference for ‘Brand Bharat’ and leverage their position for ease of tourism and doing business.

 

I am looking forward to them rooting for India to host the Olympics and big circuit games.