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.

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