Case Code : CLMC055
Publication date : 2009
Subject : Marketing Communications
Industry : Diversified
Length : 06 Pages
Price : Rs. 100
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Advertising, ethics, Corporate lobbying, RIL, Reliance ADAG, NTPC, Production Sharing Contract, Capital expenditure
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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.
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)?
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