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Robi Axiata PLC has unveiled Cirkle, a new youth-focused brand that will replace its Airtel brand in Bangladesh, marking a major shift in the company’s strategy for serving the country’s young and digitally connected population.
The new brand was launched at an event at the Pacific Sonargaon Hotel in Dhaka on Monday, with Robi positioning Cirkle as more than a change of name. The company said the move represents an evolution of its youth proposition, with a stronger emphasis on digital experiences, affordability, personalised offerings and emerging technologies.
Cirkle will build on the legacy and customer base of Airtel while introducing a new identity designed around the changing lifestyles and digital habits of young Bangladeshis.
According to Robi, the new brand will focus on making connectivity more meaningful by bringing together services and experiences relevant to youth, including gaming, entertainment, content creation and other digital ecosystems. The company also plans to incorporate future-ready propositions powered by technologies such as artificial intelligence.
Robi Managing Director and CEO Rajeev Sethi described Cirkle as the “next evolution” of the brand’s journey.
«”As connectivity enters a new phase, the focus must shift from just being connected to making those connections more meaningful,” Sethi said.»
The new brand philosophy, “Real Connection. Always On,” reflects Cirkle’s intended role as a dependable digital companion for young customers, the company said.
The launch comes as mobile connectivity in Bangladesh increasingly moves beyond traditional voice and data services. Younger consumers are using smartphones not only for communication but also for entertainment, gaming, social interaction, digital content creation, education and online services.
Against this backdrop, Robi said Cirkle has been designed to respond to a generation that expects connectivity to be affordable, seamless and closely integrated with its digital lifestyle.
The company said the new proposition will introduce more modern and digital-first features, while continuing to leverage Robi’s existing network infrastructure.
Cirkle is also expected to explore new opportunities created by emerging technologies, including artificial intelligence, as Robi seeks to develop services that are more personalised and relevant to individual users.
The strategy is consistent with Robi’s broader push towards digital services. The operator has been expanding its digital ecosystem and has continued to invest in network capacity and customer-facing digital platforms. Its website currently offers a range of digital services and entertainment subscriptions alongside conventional mobile services.
Robi said the transition from Airtel to Cirkle will be seamless for existing customers.
All existing Mobile Financial Services (MFS), including wallets, accounts and transaction histories, will remain secure and operational, with no changes to customers’ existing financial information, according to the company.
The network infrastructure supporting Airtel customers will also continue to serve Cirkle users. The rebranding therefore does not represent a change in the underlying network, but rather a transformation of the customer-facing brand and its proposition.
Robi’s existing customer support channels will also remain available. The operator currently provides 24-hour customer support through its call centre, live chat and service points.
Airtel has operated as a youth-oriented mobile brand in Bangladesh for years. Airtel Bangladesh was merged with Robi in November 2016, after which Airtel continued as a product brand under Robi Axiata.
The introduction of Cirkle therefore represents a new chapter for a brand that has maintained a strong presence among younger mobile users while operating within Robi’s network.
The rebranding also comes as Bangladesh’s telecom market is becoming increasingly data-centric, with mobile operators competing not only on network coverage and voice services but also on data packages, digital content, entertainment, financial services and customer experience.
Robi Axiata PLC is one of Bangladesh’s major mobile network operators and is listed on the country’s stock exchanges.
According to Robi’s investor-relations information, Malaysia’s Axiata Group Berhad holds a controlling 61.82% stake in the company, while Bharti Airtel Singapore holds 28.18%. The remaining 10% is held by the general public.
The launch of Cirkle comes as Robi seeks to strengthen its position in the youth segment through a brand identity that it believes better reflects the country’s rapidly evolving digital culture.
With the new brand, the company is effectively moving its youth proposition from a traditional telecom identity towards a broader digital lifestyle platform, while retaining the network and services that existing customers already use.