Lawstreet Journal

Vodafone Idea's new brand identity ‘Vi’ reflects spirit of integration

Lawstreet Journal 9 Sep 2020 6:41pm

Image courtesy: Lawstreet Journal Business Vodafone Idea's new brand identity ‘Vi’ reflects spirit of integration

The rebranding of Vodafone Idea – Vi -- using just the initials of the two companies, may have come two years after the merger of the telecom companies but reflects the spirit of integration, according to the company. A statement from Vodafone Idea Ltd said that Vi (read as We) is more than just an abbreviation of Vodafone and Idea. It is shorter, simpler and while referencing the origin of the two brands also reflects the collective nature of Indian society. “It is not just about me, it’s especially about we," it added.

“The branding was long overdue. Vodafone was an urbane, upmarket brand. Idea was a more rustic, lower-middle one. Their coming together necessitated a new avatar. In fact, it should have come much earlier," said Sandeep Goyal, chairman, Mogae Media, a Mumbai-based marketing and communication agency. Harish Bijoor, a brand strategy specialist and founder of Harish Bijoor Consults Inc said the timing for the announcement was right. Since bandwidth is in demand, it might make sense to unleash a new level and degree of service. “This rebranding is all about corporate compulsions for sure. The brands have merged. VodafoneIdea is not Vodafone. Neither is it Idea. This is a new brand animal. Might as well brand it uniquely," Bijoor added. Speaking briefly at the virtual launch of the new brand, Piyush Pandey, global creative officer at the Ogilvy group, said that the brand reflects the spirit of integration and will further endear it with users across the country. Ogilvy,… Continue Reading...

Tagged: Vodafone Idea  
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