Vi a joint venture between Britain’s Vodafone and India’s Idea Cellular. The company termed the rebranding as the final step towards integrating the two brands, which have had vastly different appeals among customer segments.

“The integration of the two brands is a culmination of the largest telecom integration in the world,” said Ravindar Takkar, chief executive, Vodafone Idea. “It’s time for a fresh start.”

“Your company is also embarking on a new brand identity to mark the culmination of the integration exercise bringing to customers the best of both brands,” chairman Kumar Mangalam Birla wrote to shareholders in the company’s annual report.

Nick Read, CEO, Vodafone Group Plc. in a statement said, “This is an important next step to launch our new unified business under a new unified brand, Vi. As the integration of the two businesses is now complete, it’s time for a fresh start. That’s why we believe that now is the perfect time to launch Vi, one company which combines the strengths of Vodafone India and Idea. Vi’s focus will be to deliver to citizens and businesses in India a superior network experience, better customer service and leading products and services.”

With the rebranding the company has promised a stronger, better, faster and future-fit network built on many principles of 5G architecture.

 Vi has also become the co-presenting sponsor of Indian Premier league (IPL) 2020 along with gaming company Dream11.

“Vi has acquired the co-sponsorship rights of the live broadcast of T-20 premier league which will be held in Abu Dhabi, UAE and telecast on the Star Sports network,” Vi said in a statement on Saturday.

The sponsorship announcement comes after the telecom carrier launched the unified brand Vi, having completed the integration of Vodafone India and Idea Cellular.

IPL 2020 was initially slated to start in April, but due to the coronavirus pandemic and the lockdown in the country forced the T20 tournament to be postponed indefinitely. BCCI decided to go ahead with the tournament in September after ICC postponed the T20 World Cup which was supposed to be held during that period in Australia.