Vodafone Idea launches a new identity, to be called 'Vi' now

• Vodafone Idea Limited (VIL) communicated its new unified consumer brand identity and positioning. The new brand will now be called Vi.
• The move comes after the telco's user base witnessed a huge dip in June from the time of the merger. The move is aimed at refreshing its image and to give users 'something new'.
• Starting today, Vi ads will be on TV and digital platforms, followed by a high decibel intensive multi-media campaign.

After maintaining two separate identities over the past two years, Vodafone Idea has now launched a unified brand identity. The new brand will now be called Vi (read as We).

Vodafone Idea Limited (VIL) communicated its new unified consumer brand identity and positioning through a virtual launch today. The integration of the two brands is a culmination of the largest telecom integration in the world.

Launching the new brand, Ravinder Takkar, MD & CEO, Vodafone Idea Limited said, “Vodafone Idea came together as a merged entity two years ago. We have, since then focussed on integrating two large networks, our people and processes. And today I am delighted to present Vi, a brand that will bring important meaning to lives of our customers. Indians are optimistic and want to get ahead in life. They would love a credible partner to help them on this journey. Vi’s positioning is built around this promise and will focus on meeting the customer needs to help them thrive.”

“The brand integration not only marks the completion of the largest telecom merger in the world, but also sets us on our future journey to offer world class digital experiences to 1 Billion Indians on our strong 4G network. VIL is now leaner and agile, and the deployment of many principles of 5G architecture has helped us transform into a future-fit, digital network for the changing customer needs. The new brand launch signifies our desire to not just deliver, but delight our customers, stakeholders, communities and our employees and signals our passion and commitment to be a Champion for Digital India. With Vi, we are confident of building a brand that continues to command respect and trust, and will be admired and loved by all. We look forward to your continued support as we get ready to deliver a superior Vi experience,” added Ravinder Takkar.

Commenting on the new brand, Kavita Nair, Chief Digital Transformation and Brand Officer, Vodafone Idea, said, “Vi leverages the strength of two of India’s most loved brands, Vodafone and Idea. Vi is vibrant, exciting and throbs with the spirit of rising India. It is committed to help every Indian move ahead in life. Vi is dynamic, flexible, fluid and always on. In the months to come Vi will continuously unpack exciting possibilities for its customers. Vi is built for the new age and for the connected ecosystem. We invite everyone to join this exciting journey as we move towards building a better tomorrow.”

As part of the engagement, the company has launched an application to enable mobile users to create and download their own exclusive and customized Vi Tune. Any mobile user can download the Vi app to use this feature or visit the Vi website (www.MyVi.in). Creation is simple – users just need to key in their 10 digit mobile number to get a ringtone that is uniquely theirs. These initiatives are open for both Vi customers as well as non Vi users. A range of other exciting engagements with digital users are planned over the next few days.

Meanwhile, to communicate this transition, starting today, Vi ads will be on TV and digital platforms, followed by a high decibel intensive multi-media campaign. The brand buzz will then continue in the market over the coming weeks.