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Vi Moves Its Dot And Puts Shah Rukh Khan Behind The Change

Ad Tribe! Bureau2 min read
Shah Rukh Khan in a tuxedo in the back of a car at night, in a frame from the Vi teaser film

Vi has refreshed its brand identity and revealed Shah Rukh Khan as the face of what comes next. The telco's signature visual particle is now a rounder 3D sphere, moved to the top of the wordmark.

  • Change: the flat particle becomes a dynamic 3D sphere, repositioned above the wordmark
  • Face: Shah Rukh Khan, for the campaign 'Vi badal raha hai, tayaar rahiye'
  • Framing: deliberately a teaser, with launches and campaigns to follow over coming weeks
  • Rollout: progressive across consumer touchpoints, digital, retail and communications from 1 September
  • Leadership: Abhijit Kishore, chief executive of Vi

Why Shah Rukh Khan Rather Than A Product Claim

A logo refresh on its own is a weak news event, and telcos know it. What makes this one land is the pairing: a small, careful change to an asset customers already recognise, announced alongside a very large signing. The identity work buys continuity, and Shah Rukh Khan buys attention for a transformation that has not been described yet.

That sequencing is the interesting choice. Vi is asking customers to wait, which only works if the thing being waited for is substantial. Abhijit Kishore was explicit that this is not simply a logo refresh but the first expression of an evolution, and pointed past connectivity towards the company positioning itself as a tech business serving both retail customers and enterprises.

Evolution Rather Than Rupture

The mark itself is doing conservative work. Building on an asset customers already know, and giving it depth and movement rather than replacing it, is the low-risk route through a rebrand, and it matters for a brand whose recent story has been about rebuilding confidence. Vi is leaning on heritage, trust and customer experience while signalling change.

The risk is the one every teaser carries. Having promised that something is coming, the brand now has to produce it. More campaigns and brand work.

#Abhijit Kishore#Brand Identity#Shah Rukh Khan#Telecom Marketing#Vi
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