Airtel Africa has launched a new brand campaign focused on building a deeper emotional connection with young people in Nigeria and other African countries.

The campaign called ‘Reason to Imagine’ according to Airtel is driven by the insight that in Africa, imagination is the only qualification that matters and showcases the company’s role in harnessing this potential by delivering relevant solutions to consumers that enhance digital and financial inclusion.

Carl Cruz, CEO of Airtel Nigeria, speaking at the launch said, “Africa’s young people are now, more than ever, owning their passions boldly, chasing their dreams with all their heart, and living life on their terms. At Airtel, we see this growth as a beautiful thing.

“This is why our new brand purpose represents our commitment to the future. It is about youth, about excitement, about fun, and most of all, about imagination.

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The company said the campaign also highlights the status of Airtel as an enabler of young dreams and ambition. It also aim to celebrate the energy, creativity, and innovation of Nigerian youth.

Anthony Shiner, group chief commercial officer at Airtel Africa, added It is a well-understood fact that youth are central to achieving Africa’s potential.

According to Shiner, more than 60 percent of Africa’s population is under the age of 25, and empowering this new generation is transformative for the future of the continent.

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

The service provider said the campaign comprises a series of television commercials and a combination of market-specific print, online, outdoor, and mobile creative executions.

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