Airtel goes through thematic change |16 May 2023

The Airtel team during the presentation yesterday: (l to r) Errol Sophola, Jude Valmont, Maria Pouponneau and Robert Mousinguzi (Photo: Sunny Esparon)

• New tagline ‘A Reason to Imagine’ to better relate to younger generation

Airtel has undergone a brand thematic change from ‘The Smartphone Network’ to ‘A Reason to Imagine’ in order to add flavour to the modern technological era.

The brand and marketing communications manager, Jude Valmont, explained the reasoning behind the thematic change in a presentation yesterday morning at the Airtel House, Perseverance.

“The symbolic change is extremely significant to Airtel and shows the position that our company is taking on the business side,” Mr Valmont explained.

He stated that the functional promise of the old tagline has been delivered and Airtel is now positioning itself in a more emotional and relatable position with the new tagline.

The new platform will be used to develop opportunities, ambition and imagination. This will be done through digital communications. The change in branding has already started in the Airtel centres with the older brand being replaced with ‘A Reason to Imagine’.

To celebrate the change in imagination, this will be done through various programmes that Airtel has in store, such as things like ‘Africa’s The Voice’. In addition, other programmes such as sports, most notably Airtel Rising Stars, are going to move forward even more under the thematic change.

The thematic change will also be seen in the various Airtel products, different prizes, distribution and the ‘Transforming Lives’ programme.

“We will bring the spirit of ‘A Reason to Imagine’ in everything we do.”

Furthermore, in his presentation, Mr Valmont explained that Airtel needs to understand its customer base. “Like you all know, there are the macro trends that are existing outside right now. Seychelles is not an exception to the trends happening in Africa.”

Generation Z and millennia’s are actively engaged with technology and are considered ‘mavericks’ in the technical revolution. Mr. Valmont explained that they inherit a ‘hustle culture’, where they are joining the ‘gig economy’.

58% of people in Africa, including Seychelles, want to earn more money. 41% want to choose their own time of work and be their own boss.

The youth are also concerned with social issues such as inequality and are heavily focused on the environment as well. “We see many of the younger generation pushing their agenda, defending morals and the like.”

Through ‘A Reason to Imagine’ Airtel is preparing programmes and platforms to help the youth move forward to accomplish these goals. The trend is strong in Seychelles where students want to travel the world and study to broaden their horizon.

“We want to continue to encourage all of this.”

Things like e-commerce, online gaming, social media, are all used for the young Africans to express themselves. “They like to think out of the box.”

Mr Valmont commented on the fact that the new tagline will also bring an entrepreneurial spirit among the youth and set them higher on the pedestal competitively.

He also stated that they have been noticing that the younger generation do not want to do what their parents were doing in the past. “They want to think ahead and not work traditional jobs.”

Airtel wants to capitalise on the modern way of thinking and the modern way of doing things in terms of technology so that the tool can help them move forward.

The new thematic brand will be owning and embracing the new and ever evolving consumer base. More than 60% of Africa's population is under the age of 25. By 2030, young Africans are expected to constitute 42% of global youth with Seychelles not being an exception.

In addition, the new brand will also help the youth become more digitally skilled and empowered by Airtel.

“Imagine if Airtel is permitting the African youth to reimagine their place in the world.”

In his presentation, Mr Valmont stated that imagination is a qualification in Africa, meant to push boundaries. Connectivity is key to turn the locks of opportunities in Africa.

In conclusion, to better relate to the youth and the modern day digital culture, in its own marketing, certain common phrases such as ‘Bussin’, ‘Ded’, ‘Slay’ and others will be used more frequently to adapt on an emotional level.

“Airtel will give you a reason to imagine.”

The HR and Customer Care director, Maria Pouponneau, also mentioned the fact that the brand thematic change will also affect the staff within Airtel. Allowing them to be more fluid and free with their imagination to be able to bring better ideas forward.

Mr Valmont was also joined by the Network and IT director, Robert Mousinguzi and legal director Errol Sophola.

Sunny Esparon