New Delhi, Sept. 5 -- New Delhi,

Mumbai :

Vodafone's pug and ZooZoos and Idea Cellular's "What an Idea!" were once among India's most memorable telecom campaigns. But after the two operators merged in 2018, the battle for survival following Jio's entry overshadowed the creative flair.

Now, as the country's third-largest telecom operator saw its first quarterly subscriber addition in the June quarter since the merger, Vodafone Idea (Vi) is looking to bring back the creative swagger.

On 1 September, Vi unveiled a new brand identity, with a slight tweak to the position of the yellow dot on the 'i' in its logo, along with a campaign featuring Shah Rukh Khan-face of Airtel in the early 2000s and Jio in the late 2010s-saying, "Vi badal raha...