Robi Replaces Airtel with New Youth Brand ‘Circle’

Dhaka, August 17, 2026, Monday: Robi Axiata PLC has launched ‘Circle’, a new youth-focused brand replacing Airtel in Bangladesh, targeting the country’s young and digitally connected population. The new brand was officially launched at an event held at the Pacific Sonargaon Hotel in Dhaka on Monday.

According to Robi, all existing Airtel customers will automatically become Circle customers. However, the transition will not change their existing 016 numbers, services, packages or balances. Circle customers will continue to receive services through the existing network infrastructure.

More than a brand change
Robi describes the transition from Airtel to Circle as more than a simple change of name. The new brand represents a fresh stage in its youth-focused business strategy, designed around the changing lifestyles, digital habits and technology-driven needs of young consumers.

Alongside traditional voice and data connectivity, Circle will emphasize digital experiences, affordability, personalized offers and emerging technologies.

The new brand’s philosophy is ‘Real Connection. Always On’, reflecting Robi’s ambition to position Circle as a reliable and always-active digital companion for young customers.

Airtel’s legacy, Circle’s new identity
Airtel has operated in Bangladesh for years as a distinct mobile brand focused strongly on young consumers. Following the merger of Airtel Bangladesh and Robi in November 2016, Airtel continued operating under Robi as a product-focused brand.

Circle is now being positioned as the next stage of that youth-oriented proposition. Robi says the new brand will build on Airtel’s existing customer base and legacy while creating an identity better aligned with the digital behavior of today’s younger generation.

According to Robi’s investor information, 61.82 percent of the company’s controlling stake is held by Axiata Group Berhad, 28.18 percent by Bharti Airtel Singapore, while the remaining 10 percent is held by general investors.

From mobile connectivity to digital lifestyle
One of Circle’s central objectives is to move beyond conventional voice and data connectivity and connect mobile services more closely with the digital lifestyles of young consumers.

The new brand will focus on gaming, entertainment, digital content creation, social networking and other digital ecosystem-based services and experiences.

Robi also plans to explore the use of artificial intelligence and other emerging technologies to create services that are more relevant to individual customer needs.

As a result, Circle represents a gradual shift in Robi’s youth-focused strategy from a conventional mobile operator model toward a broader digital lifestyle platform.

What changes for existing customers?

The brand transition will not bring fundamental changes to customers’ network access or financial accounts, according to Robi.

The same network infrastructure currently used by Airtel customers will continue to serve Circle customers. In other words, this is not a network migration; it is primarily a change in brand identity and customer-facing service proposition.

Existing mobile financial services, wallets, accounts and transaction histories will remain secure and active. Customers’ existing financial information will also remain unchanged.

Robi’s customer-service channels will continue as well, including call centers, live chat and service centers.

A new youth-focused market strategy
Voice calls are no longer the only defining elements of Bangladesh’s mobile market. Data, entertainment, gaming, digital content, financial services and online platforms have become increasingly important parts of the customer experience.

Young consumers in particular use smartphones not only for communication but also for education, entertainment, gaming, social networking, content creation and a wide range of online services.

Robi says Circle has been designed around this changing market reality. Through the new brand, the company aims to make connectivity more affordable, seamless, personalized and experience-driven for young users.

A new digital chapter for Robi
Robi Managing Director and Chief Executive Officer Ziad Satara described Circle as the brand’s ‘next evolution’. The central idea behind the new direction is that simply being connected is no longer enough; the objective is to make that connectivity more meaningful.

Robi Chief Corporate and Regulatory Officer Shahed Alam and Chief Commercial Officer Sihab Uddin were also present at the launch event.

Overall, the transition from Airtel to Circle represents more than a rebranding exercise for Robi. It signals a strategic effort to reshape its youth-focused proposition around digital services, personalized experiences and emerging technologies, with the aim of strengthening its position among Bangladesh’s rapidly evolving young digital population.
//DBTech/ZRF/MIS//