Vi Promotes Raj Heda to General Manager – Brand & Communications

Vodafone Idea Limited (Vi) has elevated Raj Heda to the role of General Manager – Brand & Communications, Marketing.

Heda was previously serving as Assistant General Manager – Brand & Communications at Vi, based in Pune. In his expanded capacity, he will now be based in Mumbai, where he will oversee brand positioning, corporate communications, and strategic marketing initiatives for one of India’s largest telecom operators.

Before joining Vi in April 2023, Heda spent nearly four years at Axis Bank, where he honed his expertise in brand management, strategic marketing, and communications. His banking background complements his telecom experience, bringing a customer-centric perspective to Vi’s brand and communications strategy.

The promotion comes at a critical juncture for Vi, as the telecom operator continues its transformation journey amid intense competition from Reliance Jio and Bharti Airtel. With the company recently securing a lifeline through government equity conversion and ongoing network upgrades, effective brand communication and stakeholder engagement are paramount to rebuilding consumer confidence and market positioning.

Heda’s elevation reflects Vi’s focus on strengthening its internal leadership bench as it navigates challenges including subscriber retention, 5G rollout, and financial restructuring. His role will likely involve crafting integrated campaigns that resonate with Vi’s 311 million customers while managing corporate reputation and investor communications.

The move also aligns with a broader trend of talent mobility and internal promotions within the telecom sector, as operators seek to retain experienced professionals who understand the complexities of India’s competitive telecommunications landscape. Heda’s combined experience in banking and telecom positions him to drive Vi’s brand narrative across diverse consumer and enterprise segments