Airtel embraces a reason to imagine
Malawi Stock Exchange-listed Airtel Malawi on Monday launched a youth-orientated brand campaign dubbed ‘A Reason to Imagine’ which seeks to build a deeper emotional connection with the youth.
The campaign has seen Airtel Malawi replacing its strapline from ‘The Smartphone Network.’
Speaking in Lilongwe during the launch of the campaign, Airtel Malawi Managing Director Charles Kamoto said ‘A Reason to Imagine’ is driven by the insight that in Africa, imagination is the only qualification that matters and showcases Airtel Malawi’s role in harnessing this potential by delivering relevant solutions to consumers that enhance digital and financial inclusion.
“A Reason to Imagine is Airtel Malawi’s most exciting campaign that aims to not only inspire, but also connect Malawi’s young demographic and their various passions, dreams, and imagination to us.
“Through this campaign, we are reaffirming Airtel Malawi’s commitment to advance the progress of Malawi’s young people by providing the connectivity to turn every situation into an opportunity,” Kamoto said.
Airtel Africa Group Chief Commercial Officer Anthony Shiner said with more than 60 percent of Africa’s population under the age of 25, the youth are central to achieving Africa’s potential.
“Empowering this new generation through the new tagline aligns Airtel’s objectives to the transformative future of the continent,” Shiner said.
According to Airtel Malawi, the rebranding builds on Airtel Malawi’s ongoing ZiliMwaIfe campaign which has been showcasing Malawi’s local heroes who are doing extraordinary initiatives in their communities.