Mumbai: Vi has announced a major milestone in its network expansion efforts with the addition of over 1,00,000 new towers across the country within just six months of FY24-25. This milestone marks a significant step in Vi’s commitment to delivering superior connectivity and enhancing the overall user experience across India.
To celebrate this achievement and bring its network story to life in a vibrant, consumer-friendly manner, Vi launched a new campaign introducing ‘The Netties’ — animated network avatars inspired by mobile towers. Debuting during the high-octane IPL season, these characters are depicted as a spirited cricket team, metaphorically representing Vi’s robust, agile, and high-performing network.
Taking a light-hearted yet powerful approach, the campaign reflects Vi’s enhanced focus on user engagement while reinforcing its technical credentials in a relatable format.
“Our network expansion is not just about scale, but also smart, strategic deployment. By prioritizing high-traffic areas, leveraging spectrum efficiently, and focusing on delivering a quality indoor experience, we’re building a future-proof, high-performance network. The addition of 1 lakh towers in six months and recognition for the best 4G experience underscores Vi’s commitment to delivering consistent, quality connectivity while creating long-term value for our customers,” said Avneesh Khosla, Chief Marketing Officer, Vi.
The telecom giant has made rapid strides in both 4G and 5G rollouts. In recent months, Vi launched 5G services in Mumbai, Chandigarh, and Patna, with Delhi and Bangalore on the anvil. The company has also enhanced its 4G network through capacity and coverage upgrades using multiple spectrum bands (900 MHz, 1800 MHz, 2100 MHz, and 2300 MHz), improving indoor and outdoor coverage and expanding its reach to cover 1.07 billion people.
Rohit Dubey, Sr. Executive Creative Director at Ogilvy, the agency behind the campaign, added, “When creating for Vi, we believe every piece of communication should spark joy—that’s why we chose animation to tell a technical story with heart. The film turns telecom towers into teammates, showing how our strong network, like a great cricket team, never drops the ball—or the signal. One lakh new towers, one rock-solid team. This is our strongest side yet.”
The 360-degree campaign, conceptualised by Ogilvy India, includes two TV commercials and will run across television, OTT, radio, social media, and YouTube from 17th May onwards.
