TMI launches rebrand campaign

The campaign launched on 2 April, will run throughout this year. 

The campaign announces the name change, new look and identity and is followed by the launch campaign that establishes a new brand vision that comes with the new name. 

The brief given to the agency was to develop a communication strategy that positions the brand as Asia’s leading telecommunication company. 

The target audience is mainly the investment community and consumers. 

Axiata is a holding company made up of individual investors, large investment companies and MNCs. The end consumers belong to the operating companies, whom are also Axiata’s consumers.

Speaking about the creeative strategy , an M&C Saatchi spokesperson said, “The idea is progressing Asia via communication, technology and talent. The campaign line is Advancing Asia. We started the campaign with a teaser to create anticipation for the ‘re-birth’ of this company with footprint across Asia and a new vision to advance Asia to a better, brighter future. It’s followed by a pure announcement ‘name change’ ad and finally the launch ad – Axiata, piecing together connectivity, technology and talent.”

The media mix includes regional and in-markets TV, press, magazine, online, outdoor and airports.