Mumbai: Bollywood superstar Shah Rukh Khan has been announced as the new brand ambassador of Vodafone Idea as the telecom company unveiled a revamped brand identity, including a new logo that changes from “V!” to “Vi”. The company has also launched a new campaign, Vi badal raha hai… tayaar rahiye, marking a fresh phase in its brand strategy.
Shah Rukh Khan to lead new campaign
Khan, popularly known as SRK, will endorse the telecom service provider for the duration of the campaign. However, the company has not specified how long the association with the actor will continue.
The appointment comes as Vodafone Idea seeks to strengthen its position in India’s highly competitive telecommunications sector. By bringing one of the country’s most recognisable film personalities on board, the company is looking to give greater visibility to its revamped identity and upcoming customer-focused initiatives.
The new campaign is positioned around the idea of change and signals the company’s intention to present Vi as a technology and connectivity brand with a broader focus on customer experiences.
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Vodafone Idea unveils new Vi identity
The company’s rebranding marks a shift from the earlier “V!” identity to “Vi”. Vodafone Idea CEO Abhijit Kishore said the change goes beyond simply refreshing the company’s logo.
“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 wants the new identity to reflect its ambition to make telecom an experience that is more rewarding and full of possibilities for customers.
According to Kishore, the rebranding will be followed by strategic launches, new campaigns and a range of customer experiences in the coming weeks. The company also plans to focus on both retail customers and enterprise clients as it develops its technology offerings.
The leadership has described the new identity as representing optimism about what is possible through technology and connectivity.
Company focuses on network expansion
The brand announcement comes at a crucial time for Vodafone Idea, which is working to raise funds and expand its telecommunications infrastructure.
The company is planning capital expenditure of around Rs 45,000 crore over the next three years. The planned investment is expected to support network expansion, including the strengthening of its 4G infrastructure and the rollout of 5G services.
Vodafone Idea has also been pursuing a broader fundraising programme to improve its financial position and support its investment plans.
The telecom operator raised Rs 6,400 crore through bank-funded and non-funded facilities during the quarter ended June. This was reported as the first tranche of its planned Rs 35,000 crore fundraising programme.
Reports have also indicated that the company was working towards securing additional financing, with promoter support being provided for proposed loans.
Vi records customer additions
Vodafone Idea has shown signs of improvement in customer additions in recent months.
The company added 2,40,114 customers in July, marking its highest monthly addition in two years. The increase represented the sixth consecutive month of customer gains since February and came amid efforts to improve network coverage and competitiveness.
Customer additions are one of the three major pillars of the company’s Vi 2.0 strategy. The other priorities include achieving double-digit revenue growth and targeting a threefold increase in cash EBITDA over the next three years.
The company’s recent customer performance is being viewed in the context of its wider efforts to strengthen its financial position and invest in network infrastructure.
Kumar Mangalam Birla outlines priorities
Aditya Birla Group chairman and Vodafone Idea non-executive chairman Kumar Mangalam Birla has also highlighted the company’s improved financial outlook.
In the company’s FY26 annual report, Birla said Vodafone Idea had moved beyond what he described as its “most challenging years”, pointing to improved financial clarity, continued promoter support and greater investment capacity following the resolution of the long-pending adjusted gross revenue issue.
He described FY26 as a year of resolution and said FY27 would mark a period of execution.
The company’s priorities, according to Birla, include implementing its network investment programme, strengthening competitiveness and converting a stronger balance sheet into sustained growth in customers and earnings.
SRK association adds star power to Vi
Shah Rukh Khan’s association gives Vodafone Idea a high-profile face at a time when the company is attempting to reposition its brand and accelerate its growth strategy.
The actor’s popularity across different sections of Indian audiences could help the company create greater visibility for its new identity and upcoming campaigns. The collaboration also coincides with Vodafone Idea’s efforts to communicate a more technology-focused image while expanding its network and customer offerings.
With the launch of the “Vi” identity, the new campaign and SRK as its brand ambassador, Vodafone Idea is entering a new phase of brand communication. The company is expected to roll out further initiatives and customer experiences in the coming weeks as it works towards its wider network, revenue and customer-growth targets.