Robi rebrands Airtel as Cirkle

Highlights

• Robi unveils Cirkle as replacement consumer brand
• Existing Airtel customers retain their 016 numbers
• Services, packages and balances remain unchanged
• Cirkle targets young, digital-first consumers

Robi Axiata PLC has replaced its Airtel brand in Bangladesh with Cirkle, ending Airtel's 16-year presence in the market and introducing a new identity aimed at young, digital-first consumers.

Robi officially unveiled Cirkle today (17 August) at the Pan Pacific Sonargaon Hotel in Dhaka.

The company said the move is a brand transition rather than a change in customer relationships, with all existing Airtel customers automatically becoming Cirkle customers.

Customers will retain their existing 016 numbers, services, packages and balances. Mobile financial services (MFS) accounts, wallets, transactions and customer information will also remain unchanged and operational, according to Robi.

Confirming the development, Ziad Shatara, managing director and CEO of Robi Axiata PLC, said the new brand represents the next stage of Airtel's journey as connectivity and consumer behaviour evolve.

"While the identity evolves, the brand promise remains the same: bringing people closer through trusted, affordable and always-on connectivity," he said.

Airtel Bangladesh was merged with Robi Axiata in 2016 after regulatory approval for the merger of the two operators. Airtel continued to operate as a separate consumer brand under Robi following the merger, retaining its brand identity, customer base and 016 numbering series.

Robi has now retired the Airtel brand and replaced it with Cirkle while retaining its existing customers and services under the new identity.

Cirkle will focus on affordable, digital-first services and plans to introduce offerings using emerging technologies, including artificial intelligence (AI).

The new brand will operate under the tagline "Real Connection. Always ON." and target consumers interested in entertainment, gaming, content creation and online communities.

Robi said Cirkle is built around the idea that meaningful connections help people build relationships and communities. The company plans to develop services around customers' changing digital needs while maintaining uninterrupted connectivity during the transition.

The launch marks the latest major change in Robi's brand portfolio since it acquired Airtel Bangladesh in 2016.

Airtel entered Bangladesh in 2010 and subsequently became a major mobile brand among young consumers.

With the rebranding, Airtel will no longer operate as a consumer-facing brand in Bangladesh, while its customers and existing services will continue under the Cirkle identity.