Vodafone ropes in Shah Rukh Khan for brand campaign

Debt-ridden telecom operator Vodafone Idea has roped in Bollywood superstar Shah Rukh Khan for its new brand identity campaign, the company said on Tuesday.

The company, in its new logo, has moved the two-dimensional yellow dot below ‘i’ to the top in a three-dimensional sphere shape. “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 of its upcoming campaign, ‘Vi badal raha hai... tayaar rahiye,’ the company said in a statement.

Vi said that Khan coming on board is a symbol of the energy, ambition and optimism that the company is bringing to 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 the biggest shareholder in Vi with around a 49 per cent stake.

In the 31st annual general meeting of Vi held last week, the company’s Chairman Kumar Mangalam Birla said that the current fiscal year will be a year of execution and delivery for Vodafone Idea following relief that the company received from reassessment of the Adjusted Gross Revenue (AGR), which strengthened Vodafone Idea’s balance sheet and improved visibility on future cash obligations.

The Government has slashed AGR liability on debt-ridden Vodafone Idea by about 27 per cent to Rs 64,046 crore after reassessment of statutory dues.

The Department of Telecom has frozen the AGR dues as of December 31, 2025, at Rs 87,695 crore. However, the amount was subject to reassessment by the DoT and final approval by a committee to be constituted by it to reassess the AGR dues.

The telco’s statutory payment liabilities stood at Rs 1.56 lakh crore as on June 30, 2026. The company has to pay Rs 9,259 crore to the Department of Telecom by June 2027 as part of its payment obligations.