MUMBAI: Riding high on the IPL frenzy, telecom operator Vi has unveiled a new campaign that blends network growth with cricketing flair. The company marked a major milestone, adding over 1,00,000 towers across India in just six months of FY24-25 — a move it says reinforces its commitment to improving both scale and quality of connectivity.
The campaign introduces ‘The Netties’ — a team of animated cricket avatars inspired by mobile towers. Positioned as the “strongest team of the season”, these characters symbolise the agility and strength of Vi’s growing network. The campaign, conceptualised by Ogilvy India, aims to explain a deeply technical upgrade through lighthearted, engaging storytelling.
Vi’s recent strides include the launch of 5G services in Mumbai, Chandigarh and Patna, with Delhi and Bangalore next in line. Simultaneously, the telecom major has expanded its 4G footprint by enhancing capacity across spectrum bands — 900 MHz, 1800 MHz, 2100 MHz, and 2300 MHz — leading to wider indoor and outdoor coverage, faster data speeds, and improved user experiences. The strengthened 4G network now reaches 1.07 billion people.
“Our network expansion is not just about scale, but also smart, strategic deployment,” said Vi CMO Avneesh Khosla. “By focusing on high-traffic areas and optimising spectrum usage, we’re delivering a future-ready, high-performance network”.
The new TVCs aim to entertain while informing. In the first film titled The Catch, one of the Netties leaps outside the stadium to grab a sixer-bound ball, subtly drawing parallels to Vi’s reliability in catching even the weakest of signals. The campaign will roll out across TV, OTT, YouTube, radio, and social media starting 17 May.
“Every Vi campaign should spark joy”, said Ogilvy senior executive creative director Rohit Dubey. “With animation, we turned technical achievements into a cricketing narrative that’s fun, yet impactful”.
The campaign’s playful narrative underscores a serious message: Vi is investing heavily in infrastructure, prioritising quality, and betting big on entertainment-led engagement.