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  • Updated: May 16, 2023

Airtel Unveils New Initiative To Inspire Youth Creativity

Airtel Unveils New Initiative To Inspire Youth Creativity

To encourage young people's creativity and Nigeria's productive generation, telecoms and mobile money services provider Airtel Africa has announced a new marketing campaign for use across Africa.

Carl Cruz, the CEO of Airtel Nigeria, stated that the "A Reason to Imagine" campaign aims to showcase the dynamism, originality, and ingenuity of young Nigerians during its debut on Tuesday in Lagos.

Cruz claims that it also emphasises Airtel's role as an enabler of the goals and aspirations of young people.

“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,” he said.

Anthony Shiner, Group Chief Commercial Officer for Airtel Africa, agreed, saying it was widely known that young were essential to realising Africa's promise.

He pointed out that more than 60% of Africans were under the age of 25, and that empowering the next generation was crucial for the continent's future.

“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 ‘Reason to Imagine’ brand campaign comprises of a series of television commercials and a combination of market-specific print, online, outdoor, and mobile creative executions,” he said.

Shiner stated that the Voice Africa's current title sponsorship was an illustration of how Airtel Africa was inspiring youngsters by working with them to deliver the programme to the continent.

He pointed out that the Voice Africa had a renowned coaching staff and TV hosts, showcasing remarkable African musical talent.

Shiner stated that Airtel Africa has invested in the Voice Africa programme to support young people's abilities and knowledge in the fields of education, sports, and innovation.

The campaign also marks a key turning point for Airtel as it demonstrates the company's dedication to provide consumers with an experience that is really transformational.

The campaign reflects the company's constant dedication to delivering great service, innovation, and customer-centric solutions, and it aims to develop a profound feeling of trust and reaffirm the enduring allegiance of Airtel consumers to the brand.

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