Vodafone Idea (Vi) has launched a new advertising campaign featuring Shah Rukh Khan as part of its broader brand platform, ‘Vi Badal Raha Hai, Tayaar Rahiye’. Titled ‘Vi Pe Sab Hai VIP’, the campaign highlights the telecom operator’s evolving services, benefits and customer experience initiatives following its recent brand refresh.

According to the company, the new ad film brings alive Vi’s belief that it is evolving to deliver better experiences, services and benefits for all its customers. Built around humour and Shah Rukh Khan’s larger-than-life persona, the film takes an entertaining approach to communicate the brand’s latest promise.

In the film, Shah Rukh Khan assumes that Vi’s latest upgrades and offerings have been introduced especially for him. As different services and benefits are unveiled, his belief grows stronger, until he realises that the upgrades and privileges are actually available to everyone on Vi.

Alongside an amused driver and a perplexed manager, Shah Rukh Khan’s harmless assumption turns the conventional idea of VIP treatment on its head. His self-assured interpretation of Vi’s offerings, contrasted with the increasingly bewildered reactions of those around him, creates a playful narrative that leads to a simple message — at Vi, privileges are for all and every customer is a VIP.

The film plays on Shah Rukh Khan’s larger-than-life image and tongue-in-cheek confidence, while using the reactions of the people around him to reinforce the perspective that Vi’s offerings are meant for all customers.

Built around the core philosophy of “We Love All” and the thought “Vi Pe Sab Hai VIP”, the campaign underlines Vi’s focus on putting its customers first and making them feel valued and recognised. The company said its rewards, entertainment offerings and privileges are designed to be accessible to all its customers.

Speaking about the campaign, Avneesh Khosla, Chief Marketing Officer, Vi, said the company’s transformation journey is focused on creating better experiences and bringing meaningful benefits to everyone on its network. He said the ‘Vi Badal Raha Hai, Tayaar Rahiye’ platform signals that the change is already underway, with more developments to come.

“The new ad film captures all of this, in a lighthearted way through Shah Rukh Khan, who brings his trademark humor and charm to the idea that while he may believe all these upgrades are happening especially for him, the truth is that they are meant for everyone. Our message is simple – at Vi, everyone matters,” Khosla said.

Kainaz Karmakar and Harshad Rajadhyaksha, Group Chief Creative Directors, Ogilvy India, said working with Shah Rukh Khan presented the creative team with the challenge of developing an idea that matched his larger-than-life presence. They said the central idea was to portray Khan as a star who believes Vi is upgrading its services because he has joined the network, while no one has the heart to tell him that the new benefits are actually meant for everyone.

The campaign was created by Senior Executive Creative Director Rohit Dubey and his team at Ogilvy, with Amit Sharma of Chrome Films bringing the concept to life on film.

Conceptualised by Ogilvy and produced with Chrome Films, the campaign will roll out across television, digital, outdoor and other consumer touchpoints from September 10, 2026.