Airtel Launches ‘A REASON TO IMAGINE’ tagline

The campaign includes a new strapline for Airtel Africa: ‘A Reason to Imagine’. It is driven by the insight that in Africa, imagination is the only qualification that matters and showcases Airtel Africa’s role in harnessing this potential by delivering relevant solutions to consumers that enhance digital and financial inclusion.

The ‘Reason to Imagine’ campaign highlights Airtel’s status as an enabler of young people’s dreams and ambitions, whatever these might be. To this end, the campaign seeks to celebrate the energy, creativity, and innovation of Africa’s young people.

Speaking at a media breakfast this morning to unveil the new tagline in Zambia that replaces ‘the smartphone network’, Airtel Zambia Chief Commercial Officer, Hussam Baday said, “It is a well-known fact that the youth are central to achieving not just Zambia’s potential but the whole of Africa. More than 60% of Africa’s population is under the age of 25 and empowering this new generation could be transformative for the future of the continent.

“Through this campaign, we are reaffirming Airtel’s commitment to advancing the progress of young people by providing the connectivity to turn every situation into an opportunity,” Baday said.

The ‘Reason to Imagine’ brand campaign is Airtel Africa’s most ambitious yet. It comprises a series of television commercials and a combination of market-specific print, online, outdoor and mobile creative executions.

The campaign builds on Airtel Africa’s recent title sponsorship of The Voice Africa, which showcases exceptional African musical talent in a show that also features a high-profile panel of coaches and TV hosts. One of the 100 selected talents will eventually be crowned ‘The Voice Africa’ in a live show that is currently airing on free-to-air TV stations across the continent and Airtel TV. This is one of the initiatives that Airtel Africa has invested in to promote youthful talents and expertise in education, sports, and the innovation sectors.