Vodafone Idea: How do two strong telecom brands survive together?

Idea looks to retain its old identity in its first major campaign under the newly merged network, hopes to lead consumers gently into the new reality

Last month two large and distinct telecom brands officially became one under the combined corporate identity of Vodafone Idea Limited (VIL). On the one hand is the common man’s Idea Cellular which has always sought to be identified with a no-frills image and aimed for mass outreach, right from the days of its “What an Idea Sirjee?” campaign. Then there is the global behemoth Vodafone with its predominantly urban, upmarket consumer base and a brand story that has always emphasised customised service. How do two such strong brands survive together?  

One month down the road, the brands seem to be hinting