'Positive and negative views are part of the chatter when a new brand is formed': Vi's Kavita Nair

Vodafone and Idea Cellular completed its merger on 7 September and announced the launch of a new identity - Vi.

 

Campaign India caught up with Kavita Nair, chief digital transfomration officer, Vi, to learn more about the new brand name, IPL plans, her take on the negative views on social media about the brand and more...

 

Edited excerpts:

 

What's the reason behind the name Vi?

 

It’s much more than shortening of our name (Vodafone Idea). It's about the spirit of collaboration and shows bonds people have with their family, community and colleagues across the country. Vi is so much more than an abbreviation, it's an identity built for the digital first world. I personally love this. The logo is dynamic and has so many possibilities that can work through everything we do. The mustard dot as a particle is the dynamic element of the brand which brings it alive. It's flexible for partners too. You'll see this travel across stores etc. 

 

This brand has been created virtually. It's a true spirit of collaboration and this is what we want the brand to be. Would this output be different if it wasn't a lockdown? I don't think so. I'm proud to share the outputs. This pandemic got customers to realise our role in their life. We have to help them in their recovery and build a better tomorrow. 

 

Vodafone has had iconic advertisements around the IPL... What are the plan for this year's tournament?

 

Yes, there are plans for the IPL again. Part of it is a film that will go on-air during the tournament. 

 

We have seen negative feedback on the change on social media - what's your take on this?

 

When a new brand comes in there's a lot of conversation. That conversation will always come with negative views. People are trying to join this conversation and take part. In that they'll have positive reviews and negative reviews. It’s a part of the chatter. It's something that we must be aware about but not get phased by it because there’s a clear strategy in place. There are times when people give negative feedback which is useful. And I always look out for it. If people don't like the logo - I can't make them like it. It's about finding the gems among the negative chatter and working on it because it's about improving the brand. 

 

For us, some of them were great chatter while some weren’t so great.