MUMBAI: Vodafone India and Idea Cellular, India's second-and thirdranked telcos that are merging, are working on a new name and brand identity for the combined entity, which may come into effect a year after the transaction closes, people familiar with the matter said. "There will be a new brand identity — work has started on it," a senior consultant working on the merged company's new identity said, speaking on the condition of anonymity due to non-disclosure agreements. "With Vodafone's strength in its urban circles and Idea Cellular's in rural areas, a new brand from scratch makes more sense." "It's very likely that one unified brand will emerge," said a senior executive at an advertising firm that has worked with one of the telcos. "The operational chaos that would ensue as a result of a new brand, however, would be a major issue, naturally.

Source: Economic Times February 12, 2018 01:41 UTC