Vodafone Idea ropes in Shah Rukh Khan for new brand identity campaign

Debt-laden telecom operator Vodafone Idea has brought on Bollywood superstar Shah Rukh Khan as the face of its new brand identity campaign, the company said on Tuesday.

As part of the brand refresh, Vi has shifted the yellow two-dimensional dot from below the ‘i’ in its logo to the top, giving it a three-dimensional sphere design.

"Vi...unveiled a refreshed expression of its brand identity; evolving its signature visual particle into a dynamic 3D sphere, which has now been moved to the top as compared to before. Vi also revealed Shah Rukh Khan as the face for its upcoming campaign 'Vi badal raha hai... tayaar rahiye'," the company said in a statement.


Vi said Khan's association represents the energy, ambition and optimism that the company is bringing into its new phase.

"This is not simply a logo refresh, it is the first expression of the evolution we are bringing to the Vi Brand. It reflects our ambition for Vi and commitment to shaping what telecom can be - an experience that makes life more rewarding and full of possibilities for our customers.

"Over the coming weeks, this evolution will come alive with strategic launches, new campaigns and a range of experiences that will shape how we engage with our customers," Vi CEO Abhijit Kishore said.

The government is Vi's largest shareholder, with a stake of around 49%.

At Vi's 31st Annual General Meeting held last week, Chairman Kumar Mangalam Birla said the current fiscal would be a year of execution and delivery for the company following relief from the reassessment of adjusted gross revenue (AGR) dues.

The reassessment has strengthened Vodafone Idea's balance sheet and improved visibility on its future cash obligations, Birla said.

The government has reduced Vodafone Idea's AGR liability by around 27% to Rs 64,046 crore following the reassessment of statutory dues.

The Department of Telecommunications had frozen the telco's AGR dues as of December 31, 2025, at Rs 87,695 crore. The amount was subsequently subject to reassessment by the DoT and final approval by a committee constituted to review the AGR dues.

Vodafone Idea's statutory payment liabilities stood at Rs 1.56 lakh crore as of June 30, 2026. The company is required to pay Rs 9,259 crore to the Department of Telecommunications by June 2027 as part of its payment obligations.

(With PTI inputs)