Vi has rolled out a campaign, 'Everyone is a VIP on Vi because we love all', featuring actor Shah Rukh Khan to highlight its rebranded logo and identity.

The small yellow dot has now been moved to the top in the mobile network's logo.

Conceptualised by Ogilvy, the campaign comprises an ad film.

The film captures Vi’s evolution into a new avatar through a playful exchange between Shah Rukh Khan and his driver, who debate whether the brand has really changed. The conversation takes a humorous turn when another member of Khan’s entourage joins in to discuss the pronunciation of the brand, suggesting it should be pronounced “VHY,” while Khan insists on “Vi.” Khan then quips that Vi is changing because he is now on the network. The film closes with a voiceover that playfully counters Khan’s perspective, stating that regardless of what SRK thinks, Vi is in a new avatar, where every customer on the network is treated like a VIP.

What we think about it: The film uses Shah Rukh Khan’s self-aware star persona effectively, turning the rebrand into a playful, personality-led narrative rather than a straightforward logo announcement. However, the humour and celebrity presence arguably overshadow the new identity and network proposition, leaving the idea of everyone being a VIP feeling more like a punchline than a compelling reason to believe in the brand.

Avneesh Khosla, chief marketing officer, Vi said, “At Vi, our journey of transformation is focused on creating better experiences and bringing meaningful benefits for everyone on our network. Vi pe sab hain VIP is our way of signaling that change is already happening, and it’s for everyone to experience. The new ad campaign captures all of this in a lighthearted way through Shah Rukh Khan, who brings his trademark humour and charm to the idea that while he may believe all these upgrades are happening especially for him, the truth is they are meant for everyone. Our message is simple – at Vi everyone matters.”
 
Kainaz Karmakar and Harshad Rajadhyaksha, group chief creative directors, Ogilvy India, added, “When you have India’s most-loved celebrity, it’s overwhelming to create anything. But hats off to our team and to our super cool clients for green-lighting this campaign. The idea is simple: SRK plays a star who believes Vi is upgrading so many services because he is now on their network. No one has the guts to tell him the new goodies and benefits are for all. SRK has played his part so well; the giggles started at the shoot itself. The work was created by our Senior ECD, Rohit Dubey and his team. Amit Sharma from Chrome Pictures added his magic to bring this idea from paper to film.”
 

The campaign was released on 10 September on YouTube and Instagram.

CREDITS: 

Client: Vodafone Idea
Agency: Ogilvy Mumbai
Production house: Chrome Pictures