Strategy sets our direction. It outlines why we exist, what makes us unique, and how we behave in a compelling and differentiating way.
What's on this page:
Manifesto
Our manifesto sets out the story we want to tell to the world. It acts as a rallying cry - internally and externally - evoking emotion and driving behaviour to build the Vi brand.
Content from Ogilvy
Positioning
Our positioning explains why we’re here and outlines the unique space we seek to claim in the market. It forms the strategic foundation of the Vi brand.
Our brand positioning: ‘helping you get ahead’
Why ‘helping you get ahead’?
Our positioning marries what India needs with what makes Vi special.
To create it, we explored needs amongst Indians across B2C and B2B. We discovered five common needs, ranging from Access to Outcomes.
Within these needs, we identified an ownable and differentiating heartland for Vi around ‘getting ahead’:
Brand principles
Our brand principles are born from our brand positioning of ‘helping you get ahead’. They guide how Vi looks, talks, and behaves. Refer to these whenever you’re working with the Vi brand, for example when you’re:
Crafting comms
Designing visual applications
Developing or revising products and services
Creating customer or employee experiences
Our five brand principles:
Newsworthy
We create an experience that is worth talking about.
In our communications: We are lively and interesting but not try-hard.
In our design: We are vibrant and colourful but not overwhelming.
Exciting
We do things in different and unexpected ways for the benefit of the customer.
In our communications: We are bold and confident in our point of view but not rebellious.
In our design: We are fresh, bold, and innovative but not confusing or unrelatable.
Straightforward
We focus on the essentials to help our customers get things done.
In our communications: We are clear and helpful not jargon-heavy or fluffy.
In our design: We are purposeful and restrained to put the focus on our message but without being cold or clinical.
Empathetic
We put people and their needs at the heart of our brand.
In our communications: We understand, talk with, and amplify our customers but without talking at customers or bombarding them with messaging.
In our design: We design with a mind to openness and spaciousness but not emptiness.
Plugged-in
We demonstrate that we are in the know and connected on a local and international level.
In our communications: We share relevant information in an upbeat and smart way but without sounding ‘cool’, patronising, or boastful.
In our design: We visualise connectedness in a playful way but without losing a sense of grown-up credibility.
Our brand principles sit with our
corporate values:
Bold
We always adopt a BOLD outlook and are not afraid of failure.
Trust
We are straightforward and open in all that we do, to build a culture that fosters trust.
Digital
We choose to be digital-first, to make things simple for ourselves and our customers.
Speed
We act with speed. Always. Procrastination is our enemy.
Passion
We act with passion for our brand and our customers.
Business implications
We must adopt new behaviours and invest in new initiatives in order to operationalise our brand positioning and brand principles.
Operationalising our brand positioning
We operationalise our brand positioning of ‘helping you get ahead’ with seven brand pillars supported by key substantiators.
Operationalising our brand principles
We use our brand principles to guide the experience that we create for customers. This means adopting certain behaviours and rejecting others.
