Vi refreshes identity and appoints Shah Rukh Khan for ‘Vi badal raha hai’ campaign

Vodafone Idea has introduced a refreshed Vi identity featuring a 3D logo element and named Shah Rukh Khan as brand ambassador. The ‘Vi badal raha hai’ campaign signals a renewed push on customer engagement, launches and service experiences following relief on adjusted gross revenue liabilities.

— Source publishedTue, 1 Sept, 2026, 23:09 IST·First seen Tue, 1 Sept, 2026, 23:12 IST·Source Mint

What happened

Vodafone Idea (Vi) · Vodafone Idea refreshed its Vi identity with a 3D logo element and appointed Shah Rukh Khan as ambassador for its ‘Vi badal raha hai’

Key facts

  • Government holds a 49% stake in Vodafone Idea
  • AGR liability reduced about 27% to ₹64,046 crore
  • Previous AGR dues were ₹87,695 crore as of 31 December 2025
  • Total statutory payment liabilities were ₹1.56 lakh crore as of 30 June 2026
  • ₹9,259 crore payable to DoT by June 2027

Why this matters

Vi’s customer-facing reset could make it a more active partner for device, content, fintech and distribution alliances aimed at accelerating acquisition and engagement.

What to watch

  • Monthly subscriber additions, port-in/port-out trends and active-user growth after campaign launch.
  • ARPU movement, prepaid recharge mix and adoption of higher-value unlimited-data plans.
  • Customer complaint volumes, network-speed perception and call-drop indicators in major circles.
  • Evidence of 5G rollout acceleration, new capex commitments and vendor deployment announcements.
  • Marketing-expense growth relative to revenue and whether campaign spend translates into lower churn.
  • Reliance Jio and Bharti Airtel promotional responses, especially handset, 5G and bundled-content offers.
  • Further AGR-liability relief, fundraising progress and resulting ability to invest in network expansion.
  • Launch phased Shah Rukh Khan campaign across television, digital, retail and regional-language media.
  • Tie the refreshed identity to new prepaid/postpaid packs, app-led self-service features and customer-care commitments.
  • Prioritize 5G and network-quality messaging in circles where capacity upgrades are visible.
  • Use celebrity-led promotions to drive Vi app downloads, recharge frequency and retail-store visits.
  • Increase distributor and retail branding support to ensure the new visual identity is consistently deployed.
  • Frame upcoming launches around the 'Vi badal raha hai' platform to demonstrate change beyond advertising.