Robi rebrands Airtel as Cirkle
Robi says customers will retain numbers, services and balances
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 today (17 August) replaced its Airtel consumer brand in Bangladesh with Cirkle, ending Airtel's 16-year presence while retaining existing customers, services and 016 numbers.
Robi unveiled Cirkle at the Pan Pacific Sonargaon Hotel in Dhaka, describing the move as a brand transition rather than a change in customer relationships.
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Existing Airtel customers will automatically become Cirkle customers, while their 016 numbers, services, packages and balances will remain unchanged. Mobile financial services accounts, wallets, transactions and customer information will also continue operating normally, Robi said.
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 merged with Robi Axiata in 2016 following regulatory approval but continued as a separate consumer brand with its identity, customer base and 016 numbering series.
Cirkle will focus on affordable, digital-first services and plans to introduce offerings using emerging technologies, including artificial intelligence. It will operate under the tagline "Real Connection. Always ON." and target consumers interested in entertainment, gaming, content creation and online communities.
The launch marks the latest major change in Robi's brand portfolio since it acquired Airtel Bangladesh in 2016.
Robi said Cirkle aims to develop services around customers' changing digital needs while maintaining uninterrupted connectivity. Airtel entered Bangladesh in 2010 and 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.
