Tracking the Vodafone-Idea brand juggernaut

Experts from telecom, branding and advertising put one of the biggest brand alliances under scanner

When Vodafone India and the Birla group’s Idea Cellular came together last week, there were numerous quips doing the rounds on social media. One message was about how every idea must come to an end, another was how Indian telecom was finally going to the dogs (a reference to the iconic Vodafone pug) and one used a popular tagline from the Idea ads and gave the thumbs up to the merger saying, ‘What an idea, Sirjee?’. 

The merger, apart from marking one of the biggest telecom deals in the country has caught the fancy of the people also because of