Airtel becomes ‘Cirkle’ as Robi targets younger generation

Mobile operator Robi Axiata PLC has replaced its Airtel brand with Cirkle in Bangladesh, as the operator seeks to offer more affordable, digital-first services to the country’s younger generation.

The new brand was officially launched at a programme held at the Pan Pacific Sonargaon Hotel in Dhaka on Monday.

Robi said the rebranding would not affect existing customers.

All Airtel customers will automatically become Cirkle customers, while their existing 016 numbers, services, packages and balances will remain unchanged.

Mobile financial services accounts, wallets, transactions and customer information will also continue to operate normally.

The brand’s promise is ‘Real Connection. Always ON,’ Robi said.

Robi Managing Director and CEO Ziad Shatara said Airtel had grown alongside Bangladesh’s youth for 16 years and that Cirkle was the next step in that journey.

He said the brand name may have changed, but its core commitment to meaningful connections remains unchanged.

Robi said Cirkle will continue investing in innovation and digital capabilities to meet the changing needs of Bangladesh’s increasingly connected younger generation.

Cirkle aims to strengthen customer engagement across entertainment, gaming, content creation and online communities while introducing future-ready services, including offerings powered by artificial intelligence.

Airtel entered Bangladesh in 2010 by acquiring a 70 per cent stake in Warid Telecom for $300 million. It later merged with Robi in 2016.

Robi said the transition would be seamless, with customers continuing to receive uninterrupted connectivity and services.