Vi introduces free international roaming across over 170 countries for users

Telecom operator Vi is making international roaming free for users across more than 170 countries. The benefit comes built directly into select postpaid and prepaid plans without requiring extra add-ons or hidden charges.

CEO Letter

Vi Chief Executive Officer Abhijit Kishore announced the update in a letter to customers this week. He stated that the move aims to remove roaming bill anxiety and solve a major consumer pain point for travelers abroad.

Brand Strategy

This announcement is the first tangible proof of a larger corporate turnaround for the company. Vi recently underwent a restructuring of its debt, rebuilt its infrastructure, and upgraded a network serving nearly 200 million Indians. The company also introduced a new brand positioning called We Love All to emphasize inclusivity.

Advertising Campaign

The company is rolling out an advertising campaign across television, digital, and outdoor media. The campaign targets a wide range of users, including students, startup founders, first-time travelers, frequent flyers, small business owners, and large enterprises.

Context

International roaming has traditionally been a significant expense for travelers who rely on local Wi-Fi or expensive foreign data packs. Major telecom operators continuously adjust their international offerings to attract and retain customers in a competitive market.