Vi refreshes brand identity and ropes in Shah Rukh Khan for new campaign

MUMBAI: Vi is changing the shape of things, quite literally. The telecom operator has refreshed its brand identity and brought in Shah Rukh Khan to build anticipation for its upcoming campaign, Vi badal raha hai… tayaar rahiye.

At the centre of the makeover is Vi’s signature visual particle, the element positioned below the ‘i’ in its logo. The particle has now been transformed into a dynamic 3D sphere and moved to the top, signalling what the company describes as an “energised Vi”.

The change is more than a cosmetic shuffle, according to Abhijit Kishore, CEO, Vi, who said the refreshed identity is the first expression of a broader evolution for the brand.

The company is positioning the move as part of a shift from being primarily a telecom provider to becoming a technology-led partner focused on creating more meaningful experiences for consumers, with connectivity continuing to serve as the backbone.

Kishore said the coming weeks will bring strategic launches, new campaigns and customer experiences as Vi builds on the refreshed identity. He said the new look reflects optimism around what is possible for both retail customers and enterprise clients.

Shah Rukh Khan’s involvement adds a familiar face to the mystery surrounding the next phase of the brand. Vi has released a teaser carrying the message “Vi is changing”, with the full campaign expected to build on the company’s new positioning.

The refreshed identity will be rolled out progressively from September 1, 2026, across Vi’s consumer touchpoints, digital platforms, retail outlets and communications.

For Vi, then, the logo may have moved its sphere, but the bigger shift is in what the sphere is meant to represent, a telecom brand looking to stretch beyond connectivity and into the wider technology and experience space.