The new film, part of ‘Vi Badal Raha Hai, Tayaar Rahiye’, uses humour and Shah Rukh Khan’s star persona to underline Vi’s promise that its benefits are meant for every customer.
Mumbai, September 10, 2026: Vi has unveiled a new campaign film featuring Shah Rukh Khan, continuing its recently introduced brand transformation under the campaign platform ‘Vi Badal Raha Hai, Tayaar Rahiye’. Titled ‘Vi Pe Sab Hai VIP’, the film uses humour and the actor’s larger-than-life screen persona to communicate Vi’s expanding range of services, experiences and customer benefits.
The film takes a playful approach to the idea of VIP treatment. Shah Rukh Khan plays a star who assumes that Vi’s latest upgrades and benefits have been introduced specifically for him. As one offering after another is revealed, his confidence in this belief grows.
The narrative then turns the premise on its head when Khan discovers that the same benefits are available to all Vi customers. His interaction with his driver and manager adds to the humour, with their reactions gradually revealing that what he considers special treatment is actually part of Vi’s offering for everyone on its network.
At the heart of the campaign is the thought ‘Vi Pe Sab Hai VIP’, which positions every Vi customer as a VIP. Rather than portraying privileges as exclusive to a select group, the campaign seeks to communicate that rewards, entertainment and other customer benefits are accessible across the network.
The film is also designed to build on Vi’s refreshed brand identity and its broader ‘We Love All’ philosophy. Through the campaign, the telecom brand is reinforcing its focus on making customers feel valued while highlighting the changes and new experiences it is bringing to its network.
Avneesh Khosla, Chief Marketing Officer, Vi, said the company’s transformation is centred on improving customer experiences and delivering meaningful benefits across its network. He added that ‘Vi Badal Raha Hai, Tayaar Rahiye’ signals the changes already underway as well as those customers can expect ahead.
Khosla said Shah Rukh Khan’s humour and personality helped bring the campaign idea to life, with the actor portraying someone who assumes that Vi’s improvements are being introduced specifically for him, only to discover that they are available to everyone.
The campaign has been conceptualised by Ogilvy India and produced by Chrome Films. Kainaz Karmakar and Harshad Rajadhyaksha, Group Chief Creative Directors, Ogilvy India, said the creative team built the film around the simple premise of Khan believing that Vi’s upgrades are a result of him joining the network.
The creative work was led by Senior Executive Creative Director Rohit Dubey and his team, while Amit Sharma of Chrome Films directed the film.
The new communication forms part of Vi’s broader effort to establish its refreshed brand positioning through entertainment-led storytelling. By using Shah Rukh Khan’s celebrity image to create a humorous misunderstanding, the campaign delivers its central proposition without relying on a conventional product demonstration.
The campaign is scheduled to roll out from September 10, 2026, across television, digital, outdoor and other consumer touchpoints, extending the ‘Vi Badal Raha Hai, Tayaar Rahiye’ platform across multiple media environments.