I had a similar issue a while back. The password that had been assigned to my router didn't meet the new 'password conditions' of a firmware update that VM had pushed down, so I was no longer able to login to the router.
The only was I was able to solve this was by calling VM and having them manually reset the password 😞
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As Gary says hold the pin in firmly use a small item like a paper clip or SIM tool (not a biro nib!) for a timed 60 seconds and don't power cycle it afterwards - just leave it to initialise for a few minutes after releasing the pin
-------------------- John --------------------
My services: HD TV on VIP (+ Sky Sports & Movies & BT sport), x3 V6 boxes (1 wired 2 WiFi,) SH2 in modem mode with Airport Extreme Router. On VIVID200, Talk Anytime Phone, x2 Mobile SIM only iPhones.