I am sure that the percussion based jingle on all channels (which to me sounds like Shankar Ehsaan Loy signature -who can forget the cricket world cup chant last year?) has majorly contributed to the Reliance, -oooops .... don't just say 'Reliance' - repeat it with me, 'Reliance Power. An Anil Dhirubhai Ambani Group' - or ADAG - that's better- IPO being fully subscribed within 60 seconds of its opening.
A little known fact is that Dr. Kurien had once proposed the co-operative model in power generation and distribution too.
After success in the milk (Amul) and oil-seeds (Dhara) sector it had seemed like a very viable option. I do not know what happened and why it did not see the light of the day.