Vi has rolled out a new ad film featuring Shah Rukh Khan, extending its ongoing campaign, ‘Vi Badal Raha Hai, Tayaar Rahiye.’ Titled ‘Vi Pe Sab Hai VIP,’ the film follows Khan as he mistakes Vi’s latest upgrades and benefits for a personal gesture, convinced the network is going out of its way just for him.
As each new offering is revealed, his driver and manager grow visibly confused, setting up the film’s punchline: the benefits aren’t exclusive to Khan at all, they’re available to every Vi customer. The gag leans on Khan’s larger-than-life star persona, using the gap between his assumption and the reactions around him to land the campaign’s real message – that Vi’s upgrades are built for its entire customer base, not just its most famous face.
Avneesh Khosla, CMO at Vi, said the campaign reflects the brand’s ongoing transformation and its focus on delivering meaningful benefits across its network, adding that Khan’s humour and charm help communicate the simple idea that at Vi, everyone matters.
Kainaz Karmakar and Harshad Rajadhyaksha, group chief creative directors at Ogilvy India, said working with Khan came with its own pressure, but credited the team and client for backing the idea, noting that Khan leaned fully into the role, with laughs breaking out even during the shoot itself.
Conceptualised by Ogilvy and produced by Chrome Films, the campaign will roll out across television, digital, outdoor and other consumer touchpoints starting September 10.
