The name is fone, vodafone. Okay, I know it’s a bad joke but just wanted to quickly get across the point that Hutchison-Essar, India’s fourth-largest mobile service provider, will soon take on the name Vodafone (NYSE: VOD). [via agencyfaqs] The new campaign, which is expected to be kicked off in the next three or four days, is estimated at Rs. 300 crore. Vodafone has booked virtually all the ad slots on Star TV for September 20, according to the article. Star sells 10 minutes of commercial time per hour.

Hutchison-Essar itself went through a major brand transition a few years ago from its popular Orange brand to Hutch which was supported by an advertising blitz.