Vodafone Idea shifts from survival mode to comeback

Vodafone Idea is beginning to look beyond survival. After years of financial stress, subscriber losses and uncertainty over its ability to remain a meaningful player in the market, the telecom operator is stepping up investments, rebuilding its network and sharpening its brand as it seeks to re-establish itself as a serious third private player.

Its latest signal is a new brand campaign featuring Shah Rukh Khan, launched on Thursday. But the campaign is less a standalone marketing exercise than the latest expression of a broader shift in the company’s approach since it received relief on its adjusted gross revenue (AGR) liabilities.