The telecom brand has refreshed its visual identity with a 3D sphere and is teasing a larger transformation through a Shah Rukh Khan-led campaign.

Vi is changing its look – and it has brought in one of Bollywood’s biggest stars to make sure consumers notice.

The telecom operator has unveiled a refreshed brand identity, replacing its familiar particle graphic with a dynamic three-dimensional sphere positioned at the top of the brandmark. The new identity began rolling out across Vi’s consumer touchpoints, digital platforms, retail network and communications from September 1.

But the logo change appears to be only the opening act.

Vi has also introduced Shah Rukh Khan as the face of its upcoming campaign, ‘Vi badal raha hai.. tayaar rahiye’. The campaign is positioned as a teaser for a broader brand transformation that Vi plans to reveal over the coming weeks.

The new visual language is designed to signal movement, optimism and possibility while retaining a connection with Vi’s existing identity. More importantly, the company is looking to shift the perception of Vi from being primarily a telecom provider towards a broader technology and experience partner for consumers and enterprises.

For Vi, Shah Rukh Khan adds another layer to that repositioning. His presence brings scale, familiarity and cultural relevance to a transformation that the brand says will extend beyond advertising into new launches, customer experiences and services.

Vi CEO Abhijit Kishore has described the new identity as the first visible expression of a larger evolution for the brand.

In other words, the new logo may be the headline – but Vi is clearly preparing to make the next few weeks the bigger story.