Home > Adani Mining accidentally reveals true identity in monumental PR fail

Adani Mining accidentally reveals true identity in monumental PR fail

6 November 2020

November 6 2020

Yesterday, under the cover of the US Presidential Election, Adani Mining announced via coal-friendly media outlets that it was rebranding to “Bravus Mining and Resources”.

However, this quiet name change soon turned into a public relations disaster when the real meaning of bravus was revealed by Latin experts to have overwhelmingly negative connotations.

Adani Mining/Bravus Mining CEO David Boshoff told the Australian Financial Review that the name change had nothing to do with Adani’s brand being “toxic” and everything to do with wanting a change and a new identity.

Mr Boshoff also said that “bravus” was medieval Latin for “courageous”. However, Latin experts interviewed by The Guardian disputed this, saying it actually meant “crooked”, “deformed”, “mercenary or assassin”, “a bandit”, or “a cut-throat”. All meanings which are far more apt for a company building a massive new thermal coal mine in the midst of the climate crisis.

This basic mistake has resulted in the rebranding becoming international news, with parody twitter accounts springing up almost instantly.

There is little doubt that this rebranding has everything to do with Adani’s Carmichael project having become a significant financial and reputational burden on the conglomerate. Adani’s other key companies related to the Carmichael project such as Bowen Rail Company (Adani Ports) and North Queensland Export Terminal (formerly Adani Abbot Point Terminal) have also had “Adani” scrubbed from their names. There are now 89 major companies which are publicly committed to not having anything to do with the coal mine and rail line – with Adani/Bravus having ongoing trouble attracting finance and insurance. This number is expected to continue to grow, as #StopAdani activists pressure Lloyd’s of London insurers to take a stand against climate catastrophe.

While the name has changed, it’s the same old corporate criminal pushing the same old disastrous coal project. We expect that any bank, insurer and contractor approached by “Bravus” for support will do its due diligence and stay away from the reputational disaster that the Carmichael project and its associated coal port (North Queensland Export Terminal) poses.

Take action: Contact the insurers which still haven’t ruled out the Carmichael project by filling out the form below.

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Re: Adani Carmichael coal project I am very concerned that you will work to support Adani's mining and exporting coal from the Galilee Basin in Queensland, Australia. I want you to confirm to me personally, and announce publicly, that you will not be involved in any part of the disastrous Adani Carmichael project or provide any underwriting or investment support for the Adani group of companies more generally. The Indian conglomerate Adani's Carmichael coal mine is arguably the most environmentally and socially contentious project in Australia's history, the object of years-long international controversy. It would have dire consequences for the climate, with coal burned over its lifetime equivalent to eight years of Australia’s annual greenhouse gas emissions. The fact that it is acting as a gateway project, opening up an entirely new thermal coal basin containing billions of tonnes of coal makes its potential climate impact even greater. It would increase shipping and industrial activity in the already stressed Great Barrier Reef World Heritage Area. And the Traditional Owners of the land on which the mine is being dug, the Wangan and Jagalingou, continue to oppose the project's right to their lands. Adani itself is a company with a checkered history, having being fined for lying to the Queensland environmental regulator over land-clearing activities on the Carmichael mine site. Any company associated with this climate-wrecking project faces massive reputational risks. Over 110 global financial institutions, including 44 insurers, have publicly declared that they will not support the project. I call on your company to rule out any insurance services for all aspects of the Carmichael coal mine and rail line and NQXT coal port in Queensland, Australia, and furthermore exclude the Adani group as a whole until the Carmichael project is cancelled. I expect your prompt reply to unequivocally rule out any involvement by your company in any part of the Adani Carmichael coal project.
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