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The idea and process behind Vodafone Idea's rebranding exercise

<ul><li><keyword id="1553175" type="COMPANY" weightage="20" keywordseo="Vodafone-Idea">Vodafone Idea</keyword> Limited (<keyword id="176019" type="ORGANIZATION" weightage="20" keywordseo="VI">VI</keyword>L) communicated its new unified consumer brand identity and positioning. The new brand will now be called Vi.</li><li>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'.</li><li>Starting today, Vi ads will be on TV and digital platforms, followed by a high decibel intensive multi-media campaign.</li></ul> After maintaining two separate identities over the past two years, Vodafone Idea has now launched a <keyword id="9895173" type="UNKNOWN" weightage="20" keywordseo="unified-brand-identity">unified brand identity</keyword>. 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 <keyword id="6354776" type="COMPANY" weightage="20" keywordseo="Telecom">telecom</keyword> integration in the world. Launching the new brand, <keyword id="5188531" type="PERSON" weightage="20" keywordseo="Ravinder-Takkar">Ravinder Takkar</keyword>, MD &amp; 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, <keyword id="1278211" type="PERSON" weightage="20" keywordseo="Kavita-Nair">Kavita Nair</keyword>, Chief <keyword id="860946" type="COMPANY" weightage="20" keywordseo="digital-transformation">Digital Transformation</keyword> 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.

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

<ul><li><keyword id="176019" type="ORGANIZATION" weightage="20" keywordseo="VI">Vi</keyword> recently announced it has become the co-presenting sponsor of <keyword id="9553440" type="UNKNOWN" weightage="20" keywordseo="dream11-ipl">Dream11 IPL</keyword> 2020. </li><li>We talk to <keyword id="1278211" type="PERSON" weightage="20" keywordseo="Kavita-Nair">Kavita Nair</keyword>, Chief Digital Transformation &amp; Brand Officer, <keyword id="15492" type="CITY" weightage="20" keywordseo="Vodafone">Vodafone</keyword> <keyword id="41511" type="CITY" weightage="20" keywordseo="idea">Idea</keyword> Limited who tells us all that the brand has planned for the tournament slated to start tomorrow.</li></ul> <keyword id="6354831" type="UNKNOWN" weightage="20" keywordseo="indian-premier-league">Indian Premier League</keyword> (IPL) is one of the biggest sporting events in the country as we have witnessed over the past few years. This year, despite several roadblocks, the tournament is starting tomorrow and its expected to witness its highest-ever viewership. IPL therefore becomes the perfect platform for any brand that is trying to reach out to an engaged audience and trying to catch eyeballs and raise awareness about itself. And that is exactly what Vodafone Idea’s newly launched entity Vi has in mind. The rebranding of these two iconic brands was announced last week. To make people aware of this change, Vi has also launched a new campaign. The brand now has plans to use IPL to let people know about this transformation. Both Vodafone and Idea in the past have been closely associated with IPL and we wanted to understand how different things will be this year. And here is what Kavita Nair, Chief Digital Transformation &amp; Brand Officer, Vodafone Idea Limited had to tell us: Excerpts: Q) While both Vodafone and Idea have been associated with IPL in the past, this year will be different, both in terms of the game’s format and the fact that you have just launched Vi. What do your marketing plans look like? Vi, the young, dynamic and vibrant brand will leverage its association with the most popular sporting event IPL, in its 2020 edition, to enhance awareness, build relevance and engage with the audience. Q) The format is different this year. So how do you think things will be different for you as a sponsor? As a company we have had a very long association with IPL. Vodafone has been associated with IPL since the beginning of the sporting event in 2008. The partnership helped it build high brand recall and affinity with television viewers and cricket lovers in India with its unique campaigns involving the lovable <keyword id="124597" type="COMPANY" weightage="20" keywordseo="Zoozoos">ZooZoos</keyword>. Brand Idea has also actively participated in the previous editions of the tournament as sponsor of many teams and created memorable brand activation campaigns. Though <keyword id="7463791" type="UNKNOWN" weightage="20" keywordseo="ipl-2020">IPL 2020</keyword> is going to be in a different avatar, it still resonates with the cricket fans. Every sporting fan wants to watch his/her favourite players live, have personal experiences. As a long term partner we see IPL 2020 as an opportunity to redefine sports engagement for the Indian audiences. Continuing the legacy, Vi will aim to create renewed memories and associations for the sport enthusiasts as they follow the excitement on the screens. Q) As a sponsor, what are your expectations from IPL 2020? Cricket is a religion in India, and Dream11 IPL as a property offers broader engagement with audience than just as a sport, over a two months’ window. I am delighted that now, with the launch of Vi, we are carrying this legacy forward. Our association with Dream11 IPL 2020 will provide Vi, instant connect with millions of viewers, and I am confident that this will not only help build awareness of Vi but also help in building relevance and customer confidence. I am sure Indians will be delighted to see us back on Dream11 IPL, albeit in a new avatar. Q) How do you plan to engage more closely with consumers, considering activations won’t be allowed this year and there won't be a live audience? Vi is designed to help consumers move ahead in life for a better today, and a brighter tomorrow. Digital is now pervasive, through all aspects of the customer journey - from acquisition to on- boarding and customer care. Considering the evolving consumer journey Vi is committed to provide unique digital experiences during the upcoming IPL season. Our communications is targeted towards the primary screens that consumers engage with – TV and Digital. Q) You have recently unveiled a new identity. How will you use IPL as a platform to reinforce your rebranding and to make your presence felt? Vi is a future-ready brand, build to dynamically serve a digital society to progress in life. The upcoming IPL season has given a reason for Indians to cheer and come together. Leveraging GIGAnet from Vi, a super-charged network, we intend to pamper our customers with some digital experiences to cherish with their family and friends. Q) Zoozoos have been a very important part of IPL advertising in the past. How challenging will it be to match up to that level of love and the engagement that it saw in the past? Zoozoos have been integral to our IPL campaigns and much loved icons in India. They have helped us communicate the brand’s message in an engaging and charming manner. We believe IPL 2020 gives us an opportunity to leverage Vi’s dynamic edge and digital first approach to closely engage with our customers. IPL 2020 is a great platform to renew conventional methods in a contemporary, flexible manner.

IPL 2020: Vi will go all out during the new season to build awareness about its new brand proposition

<ul><li>The complete <keyword id="388333" type="PERSON" weightage="20" keywordseo="rebranding">rebranding</keyword> of <keyword id="1553175" type="COMPANY" weightage="20" keywordseo="Vodafone-Idea">Vodafone Idea</keyword> to <keyword id="176019" type="ORGANIZATION" weightage="20" keywordseo="VI">Vi</keyword> was carried out during the lockdown. So what went behind the exercise?</li><li><keyword id="1278211" type="PERSON" weightage="20" keywordseo="Kavita-Nair">Kavita Nair</keyword>, Chief Digital Transformation and Brand Officer, Vodafone Idea takes us behind the scenes of the re-branding.</li></ul> Last week, Vodafone Idea unveiled a <keyword id="1288231" type="PERSON" weightage="20" keywordseo="new-brand-identity">new brand identity</keyword>. The new entity that will be called Vi, has the core positioning of ‘Together for Tomorrow’. However, what does it take to take two very recognizable brand and rebrand and reposition them? How does one make sure that you retain the legacy of these brands while also coming up with something fresh and catchy that captures the audiences’ fancy? And how do you pull off this entire exercise during a lockdown? We found out the answer to these questions when we spoke to Kavita Nair, Chief Digital Transformation and Brand Officer, Vodafone Idea who took us behind the scenes of this massive rebranding exercise. On how difficult it is to rebrand two such popular brands, Nair said, “We wanted to carry forward the legacy of both the brands. We also wanted to create a new, dynamic edge to reflect the changing times and evolving consumer needs. So the task at hand was to create something unique while carrying forward the legacy. We wanted to come up with something that is future-fit for both our organization and our customers. We saw this as an opportunity to shape up a new band while carrying forward the legacy and heritage with us.” While the new entity is called Vi, it is much more than a simple abbreviation of Vodafone and Idea. Explaining, Nair said, “The starting point was the abbreviation of Vodafone and Idea but it was also about how it should be pronounced. We didn’t want it just to be about the ‘V’ and ‘I’ coming together but for it to reflect the power of the collective and collaboration. It is also about the bonds that Indians share with thir friends, families, community and businesses. The <keyword id="240527" type="PERSON" weightage="20" keywordseo="new-logo">new logo</keyword> is a representation of all of that. From a design system, it has an inverted ‘I’ and a bold, mustard dot which we call the particle which is there to surprise and delight people. So it is much more than just an abbreviation.” While the colors of the old brands were Red and Yellow, both primary colours, the new visual identity uses crimson and mustard. Another interesting thing about both these brands is that while Vodafone had a largely urban user base, Idea was more popular in rural areas. So, what went into making sure that the new identity is inclusive and brings all kinds of audiences under the same umbrella? “We wanted to create one brand that not just carries forward the legacy but also is one that stretches across consumers and businesses, classes and geographies and urban and rural. That led us to the positioning ‘Together for Tomorrow’, which is meant for everybody. The core of the positioning is people are optimistic and they want to get ahead in life. And they are seeking help to get ahead in this journey, to realize their dreams and ambitions and we want to partner with them, to help them get ahead and stay ahead,” explained Nair. Watch the whole conversation here: <div type="Video" msid="78124979" hostid="261" title="The idea and process behind Vodafone Idea's rebranding exercise" dataSource="BUSINESSINSIDER" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=78124979"></div>

The story behind Vodafone Idea’s new brand identity Vi and how the team pulled off the entire exercise during the lockdown

<ul><li>Riding on the nostalgia wave, Vodafone has brought back its iconic characters ZooZoos and Pug. </li><li>In a series of light-hearted advertisements, these endearing characters convey a very important message. </li></ul>In these trying times of social distancing and stay-at-home lockdowns, citizens have been confined to their homes and are completely dependent on telecom networks to study, work, access essentials, source information and entertainment. Vodafone has brought its endearing pug and ZooZoos back to convey critical messages on safety and urging customers to carry on daily tasks from home through Vodafone network. Its three-part public service campaign with ZooZoos aims to reinforce the need for social distancing, urges you to stay wary of fake news, and to wash your hands regularly. Wash your hands <div type="Youtube" id="QizBJnrjNU8" title="Wash your hands for 20 sec" thumbUrl="https://i.ytimg.com/vi/QizBJnrjNU8/mqdefault.jpg"></div> Follow social distancing <div type="Youtube" id="-uIRfR3QavA" title="Stay home, stay safe" thumbUrl="https://i.ytimg.com/vi/-uIRfR3QavA/mqdefault.jpg"></div> Stay away from fake news <div type="Youtube" id="4i3uEluSCUk" title="Don't fall for fake news" thumbUrl="https://i.ytimg.com/vi/4i3uEluSCUk/mqdefault.jpg"></div> Vodafone also released a new video featuring the pug with #StayHomeStaySafe message. <div type="Youtube" id="5p95cuOuqYg" title="Stay home. Stay safe. Stay connected with Vodafone." thumbUrl="https://i.ytimg.com/vi/5p95cuOuqYg/mqdefault.jpg"></div> Telecom networks are the only window to the outside world, to just being in touch with other human beings, to staying connected to anything at all. Pug reinforces the importance of staying at home and staying connected with Vodafone in these difficult circumstances. The pug beautifully conveys the message -- ‘Our network is at home with you’. Explaining the rationale behind bringing back the iconic pug and Zoozoos to convey an important social message, Kavita Nair, Chief Digital Transformation &amp; Brand Officer, Vodafone Idea Limited said, “In the current circumstances, telecom networks are our only window to the outside world, to just being in touch with other human beings, to staying connected to anything at all. While VIL has been going the extra mile to keep the nation connected, we thought it’s time to bring back our best loved icons – Pug and Zoozooz – to reinforce the importance of staying home, staying safe and staying connected with Vodafone in these difficult circumstances. We felt that these much-loved icons would be perfect to appeal to the emotions of Indians, urging them to stay safe at home and stay busy on Vodafone network.” Kiran Antony, Chief Creative Officer, Ogilvy India said, "People tend to seek familiarity in uncertain times to feel comfortable. And that is where loveable brand properties can play an important role. More than for the nostalgia factor, we also brought back the pug to stand out from the rest of the ads delivering the same message. With some clever editing, we managed to repurpose an old ad to deliver this important message.”

Vodafone brings back ZooZoos and the pug, in an attempt to make people stay at home

<ul><li>Idea has launched a new campaign under its ‘What an idea’ theme to address the issues of unemployment and underemployment. </li><li>Titled ‘NOT working? Try NETworking!’, the campaign showcases the myriad opportunities that the internet, through Idea 4G network, throws open to people from different age groups and socio-economic backgrounds, across India.</li><li>As Idea launches its new campaign, we look back at some of its iconic advertisements that were way ahead of its time and made a comment on issues such as unemployment, climate change, fake news, casteism -- that are more relevant today than ever. </li></ul>Historically, brand Idea has re-imagined mobile telephony - as an enabler for societal change. The issues/causes taken up through some of the memorable brand campaigns over the years have been contextual, contemporary and relatable to an urban audience, and yet been appreciated by the masses. Hark back to the time when ‘What an idea, Sirji!’ gripped the imagination of the nation, becoming a part of daily conversations, across India’s geographies. The popular series is now back to rekindle brand engagement and affinity amongst the audience. 
 
 <div type="Youtube" id="0bh3HP51rJs" title="Idea new ad on 'Education for all'" thumbUrl="https://i.ytimg.com/vi/0bh3HP51rJs/mqdefault.jpg"></div>





 Keeping the intrinsic purpose of the brand, Idea has launched a new campaign under ‘What an idea’ theme to address the issues of unemployment and underemployment. Titled ‘NOT working? Try NETworking!’, the campaign showcases the myriad opportunities that the internet, through Idea 4G network, throws open to people from different age groups and socio-economic backgrounds, across India. Key to creating this campaign are real life insights on unemployment and underemployment amongst educated, qualified youth. There also co-exists in parallel, a huge demand-supply gap for skilled workforce with several graduates not able to find commensurate jobs. Taking a leaf from these real life, topical insights, Idea’s latest ‘NOT working? Try NETworking!’ campaign portrays the internet as a medium to network and connect with people who understand, complement and inspire, throwing up a world of opportunities to recognise one’s own potential and give wings to dreams of individuals looking for employment and entrepreneurship. 
 
 <div type="Youtube" id="rSL6coXDIhA" title="NOT working? Try NETworking! What an idea!" thumbUrl="https://i.ytimg.com/vi/rSL6coXDIhA/mqdefault.jpg"></div>





 Explaining the rationale behind the new Brand campaign with one of Idea’s most loved taglines, Kavita Nair, Chief Digital Transformation &amp; Brand Officer, Vodafone Idea Limited said, “Idea was the first telecom brand in India to take a step beyond the transactional plane to showcase how mobile telephony can transform people’s lives in a positive manner. Each Idea campaign, over the years, has focused on social issues prevalent at that time and championed causes which are relevant and appeal to urban and rural audiences alike.” “The new brand campaign ‘NOT working? Try NETworking’ has been conceptualised with the objective of tapping the immense love and affinity the brand enjoys - by telling short, hope infusing stories. Through the narrative, we highlight the reliability of high speed Internet on Idea 4G which can help spark a million innovative ideas and a million opportunities to create a better future for urban and rural Indians, signing off with the iconic ‘What an idea!’", adds Nair. For more than a decade, Idea Brand campaigns have taken up issues that have affected society and/or individuals and given them a creative spin by highlighting innovative ideas that demonstrated how mobile telephony offers solutions to these problems. Each brand campaign has played an integral role in building the brand’s persona and salience - be it the Sarpanch suggesting every individual’s mobile number as identity in ‘Caste Wars’ ad; or the ‘Father’ suggesting the idea of using mobile for e-education; or mobile rescuing trees from being cut in the ‘Use Mobile, Save Paper’ campaign; or even ‘Break the Language barrier’ or ‘Telephone Exchange’ campaigns in which mobile phone helps build bridges between people. 
 
 <div type="Youtube" id="6r0VBY7CUP4" title="Use Mobile. Save Paper." thumbUrl="https://i.ytimg.com/vi/6r0VBY7CUP4/mqdefault.jpg"></div>





 With the launch of mobile broadband services, the brand showed how the service can be used by masses to get empowered with information on fingertips and not fall prey to fraudsters as in the ‘<keyword id="2209689" type="PERSON" weightage="20" keywordseo="No-Ullu-Banaoing">No Ullu Banaoing</keyword>’ campaign. 
 
 <div type="Youtube" id="OahDrQDU24k" title="Idea 'No Ullu Banaoing' Politician TVC" thumbUrl="https://i.ytimg.com/vi/OahDrQDU24k/mqdefault.jpg"></div>





 It further propagated the idea of internet as a powerful tool for education with the ‘Idea Internet Network’ (IIN) campaign. More recently, with the proliferation of 4G and high usage of social media, the brand also addressed psychological and social problems of the society through its ‘Meri Real Life’ and ‘India Ka Live’ network campaigns. The latest NETworking series of three TVCs carry the brand’s signature tune and creative treatment and went live today, 11th February, 2020. The TVCs have been conceptualised keeping in mind the perspectives of different target audiences – a youngster struggling for employment, a small-town businessman facing lean business time thanks to the growing trend of online shopping, and a middle-aged woman trying to supplement her income by selling homemade papads and pickles. Developed by <keyword id="6583398" type="UNKNOWN" weightage="20" keywordseo="BBDO">BBDO</keyword> India, directed by Sandeep Yadav, the campaign will be promoted through TV, Radio and Digital media.

You Searched For "Kavita Nair vodafone" and got 6 results

The idea and process behind Vodafone Idea's rebranding exercise

Samarpita Banerjee

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

BI India Partner

IPL 2020: Vi will go all out during the new season to build awareness about its new brand proposition

Samarpita Banerjee

The story behind Vodafone Idea’s new brand identity Vi and how the team pulled off the entire exercise during the lockdown

Samarpita Banerjee

Vodafone brings back ZooZoos and the pug, in an attempt to make people stay at home

BI India Partner

Idea is back with another edition of its What an Idea ads

BI India Partner

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