Vi unveils new brand identity, ropes in Shah Rukh Khan ahead of wider transformation

Telecom operator Vi on Tuesday unveiled a new brand identity and brought actor Shah Rukh Khan on board as the face of its upcoming campaign, signalling a broader repositioning that the company plans to unveil over the coming weeks.

The identity refresh, rolled out from September 1, replaces the brand’s existing visual particle with a more rounded, three-dimensional sphere. The company said the new visual asset is designed to retain familiarity while giving the identity a more dynamic form.

The move comes as Vi seeks to build on improving business performance and customer engagement, while broadening its positioning beyond conventional telecom services.

Shah Rukh Khan fronts teaser campaign

The company has introduced Khan through a teaser campaign built around the line “Vi badal raha hai... tayaar rahiye”, without disclosing the full details of the initiatives that will follow.

Vi CEO Abhijit Kishore said the new identity should not be viewed as merely a logo change, describing it as the first expression of a wider evolution of the brand.

“This is not simply a logo refresh, it is the first expression of the evolution we are bringing to the Vi Brand,” Kishore said.

He added that the company would roll out “strategic launches, new campaigns and a range of experiences” in the coming weeks, indicating that the identity change is intended to precede a larger marketing and customer-engagement programme.

Telecom provider eyes broader tech-partner positioning

The company said the refresh reflects its ambition to evolve from being primarily a telecom provider towards a broader technology-partner role, with connectivity continuing to form the core of its proposition.

The new identity will be progressively introduced across consumer touchpoints, digital platforms, retail outlets and communications, beginning September 1.

Vi said its latest repositioning is being supported by network expansion and innovation-led offerings, while its strategy will focus on both retail consumers and enterprise customers.

The company, however, has not disclosed the financial investment behind the rebranding exercise or provided a timeline or quantified targets for the strategic launches and customer initiatives planned as part of the next phase.