Telecom operator Vi has launched a new advertising campaign, “Vi Pe Sab Hai VIP,” featuring actor Shah Rukh Khan, as part of a wider brand refresh built around the platform “Vi Badal Raha Hai, Tayaar Rahiye.” The campaign rollout spans television, digital platforms and out-of-home placements across India.
The campaign was conceptualised by Ogilvy and produced by Chrome Films. In the ad, Khan initially believes Vi’s latest network upgrades and offerings have been introduced specifically for him, before discovering that the same benefits are available to every customer on the network, a twist built around Vi’s “We Love All” brand philosophy.
What Is the Strategy Behind Vi’s “Sab Hai VIP” Campaign?
The campaign positions every Vi customer as a VIP, aiming to counter a common perception in telecom marketing that premium benefits and network upgrades are reserved for high-value or postpaid customers. By using Shah Rukh Khan, one of India’s most recognisable stars, to voice the idea that upgrades meant “specially for him” are actually meant for everyone, Vi is trying to make its network improvements feel universally accessible rather than tiered.
What Does This Mean for Vi’s Brand Positioning in India’s Telecom Market?
The campaign lands as part of a broader brand refresh for Vi, coming at a time when the operator has also been pursuing a revival plan backed by a planned Rs 35,000 crore bank funding push. Pairing a major celebrity-led brand campaign with an underlying network and financial turnaround signals Vi’s attempt to rebuild customer trust and perception simultaneously with its balance-sheet recovery, in a market where Reliance Jio and Bharti Airtel continue to dominate subscriber additions.
Industry Reaction and Expert Commentary
Advertising trade press covering the campaign has highlighted the creative choice of using Khan’s star power to deliver a democratisation message rather than a traditional aspirational one, a departure from typical premium-tier telecom advertising. Marketing industry watchers note that pairing a high-profile celebrity with a “benefits for everyone” message is a calculated attempt to shift the brand conversation away from Vi’s ongoing financial challenges and toward customer-facing value.
What Happens Next?
The “Vi Pe Sab Hai VIP” campaign is expected to continue running across TV, digital and OOH formats in the coming weeks as part of Vi’s sustained brand refresh push. Industry watchers will be tracking whether the campaign’s reach translates into improved subscriber sentiment and retention numbers for Vi in its next quarterly performance update, alongside progress on its broader network investment and funding plans.
Frequently Asked Questions
What is Vi’s new “Vi Pe Sab Hai VIP” campaign about?
It is a brand campaign featuring Shah Rukh Khan that positions every Vi customer as a VIP, built around the idea that network upgrades and benefits are meant for everyone, not just select customers.
Who created the “Vi Pe Sab Hai VIP” campaign?
The campaign was conceptualised by advertising agency Ogilvy and produced by Chrome Films.
Where is the Vi Shah Rukh Khan campaign being shown?
The campaign is running across television, digital platforms and out-of-home (OOH) advertising placements across India.
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