Vi brings Shah Rukh Khan on board for new ‘Vi Pe Sab Hain VIP’ campaign

MUMBAI: Telecom operator Vi has launched a new ad film featuring Bollywood star Shah Rukh Khan as part of its latest campaign, ‘Vi Pe Sab Hain VIP’, following the recent refresh of its brand identity.

The campaign builds on Vi’s ‘We Love All’ philosophy and aims to reinforce the message that every customer on its network is important and should have access to the operator’s latest upgrades, services and benefits.

The ad uses humour and Shah Rukh Khan’s larger-than-life persona to bring the proposition to life. In the film, Khan assumes that Vi’s latest upgrades and offerings have been introduced specifically for him after he joins the network.

He eventually discovers that the benefits are not exclusive to the superstar and are available to everyone on Vi, leaving him surprised.

Through the campaign, Vi is positioning its ongoing transformation around better customer experiences and wider access to its services, entertainment offerings and privileges.

Vi chief marketing officer Avneesh Khosla said the campaign is intended to signal that the company’s transformation is focused on creating better experiences and meaningful benefits for everyone on its network.

Ogilvy India group chief creative directors Kainaz Karmakar and Harshad Rajadhyaksha said the campaign uses Khan’s celebrity persona to create a humorous take on the idea of an actor assuming that Vi’s upgrades are being introduced especially for him.

The campaign has been conceptualised by Ogilvy India and produced by Chrome Pictures. Senior executive creative director Rohit Dubey and his team developed the creative, while Amit Sharma of Chrome Pictures directed the film.

The latest campaign comes as Vi continues to build on its refreshed brand identity, with the operator using its ‘Vi Pe Sab Hain VIP’ proposition to underline its focus on making customers feel valued and giving them access to its evolving range of benefits.