Telenor Kicks Off 1st Ever Global Branding Campaign in Asia

Telenor Group today announced the launch of its first ever corporate branding campaign. Under the slogan ‘Built around People’, the campaign reinforces Telenor’s belief that people are at the heart of its business.
To be officially launched on March 25th, the campaign includes extensive advertising on key pan-Asian TV channels, print and digital media. The campaign will run for a three month period, and feature employees from Telenor Group’s mobile operations in Bangladesh, India, Malaysia, Pakistan and Thailand.
“By using our own employees as brand ambassadors, we are reflecting our own beliefs and living our values,“ said Hilde Tonne, Excecutive Vice President and Head of Communication & Corporate Responsibility in Telenor Group. “As a global telecommunications company, built around people also means that we need to understand local business, local needs and to be part of the societies we are in.”
“Telenor Group is the world’s 6th largest mobile operator. That the group’s first ever corporporate branding campaign is launched in Asia, reflects the growing importance of this region,” said Sigve Brekke, Exceutive Vice President in Telenor Group, and head of Asian Operations.
Since entering Asia 14 years ago, the Telenor Group has developed its position from a new entrant to a leading regional telecommunications player. In Asia, Telenor Group has 75 million subscribers, positioning it as the second largest multi-market operator in the region.
“We have made significant acheivements since we entered into Asia in 1996. Now it is time for Telenor Group to highten our visibility and provide a better understanding of our contribution to Asia,” said Sigve Brekke. “This campaign is the celebration of our business philosophy and what Telenor Group has come to represent today. Our success is built on a commitment to putting people and their needs first.”
The employees that participate in the branding campaign were selected based on a competition amongst the 20 000 employees working in the Telenor Group companies in Asia. The employees were asked to submit audition films talking about what “built around people” meant to them and their company. Based on the input, 26 people where invited to Kuala Lumpur to attend in the final photoshoots.