Vodafone Idea to announce integration; plans rebranding to VI

Vodafone Idea Ltd on Monday will announce its integration into one brand called ‘VI’, two years after the completion of Vodafone India Ltd and Idea Cellular Ltd merger, said two people aware of the development. The rebranding is part of the company’s efforts to reduce cost of maintaining two brands, the people said, requesting anonymity.

Vodafone and Idea continued with their independent brand and advertising campaigns post the merger in August 2018. While Idea has been a mass rural-focused brand, Vodafone appeals to the premium urban crowd. The telecom operator, however, witnessed that the urban-rural appeal of the two brands took a hit under Vodafone Idea.

Earlier this year, Vodafone Idea announced a shift of its premium postpaid customer base to brand Vodafone from Idea as the management accepted that the latter did not have the brand value to charge a premium.