Vodafone Idea has revealed its new integrated brand identity – Vi (pronounced as We), using just the initials of both Vodafone & Idea, and will also sport a new logo. It is now shorter, simpler, and references both brands. Vodafone Idea has announced a unified brand identity to strengthen its position as a major telecom provider in India. The unified brand identity marks the culmination of the largest telecom integration in the world, said a press release by the company. The unified brand is likely to focus on a digital-first environment to target India’s growing mobile user base.

“Vodafone Idea came together as a merged entity two years ago. We have, since then focused on integrating the two large networks, our people and processes. And today, I am delighted to present Vi,” stated Ravinder Takkar, MD and CEO, Vodafone Idea Limited. He went on to explain that the unified brand will focus on improving digital services for customers in India.

The unified brand is likely to focus on a digital-first environment to target India’s growing mobile user base

Shares of the telecom company rose by over four percent after the rebranding plan was made public. It is worth mentioning that the rebranding was announced amidst increased competition and stress in the country’s telecom sector. The development comes soon after the telecom firm’s board agreed to raise Rs 25,000 crore through share sale and other strategic measures, aimed at clearing AGR dues as directed by the Supreme Court. The companies move is likely aimed at creating a single brand to reduce costs and pose a bigger challenge to the two other major telecom companies in the country.

Ravinder added that Vi not only marks the completion of the largest telecom merger in the world, but kicks off a journey to bring ‘world class digital experience’ to one billion Indians on 4G network. The deployment of many principles of 5G architecture has helped the brand become a ‘future-fit, digital network’ for the customers. The company has also revealed a ‘Happy Surprises’ program that rewards people with daily prizes for spotting the new logo in the Vi app. Additionally, mobile users can create and download their own customized Vi Tune through the Vi app or MyVi.in.