Mobile operator Airtel will begin a new journey under the identity “Cirkle”, telecom operator Robi Axiata PLC has announced.

The transition marks a new chapter in Airtel’s 16-year legacy of trust, engagement and meaningful customer connections.

The new brand was formally launched at a ceremony held at a hotel in Dhaka on Monday.

Robi clarified that the transition is a brand evolution rather than an operational change. All existing Airtel users will automatically become Cirkle customers while retaining their current 016 mobile number prefix, existing packages, services and account balances without any disruption.

Mobile Financial Service (MFS) accounts, digital wallets, transaction histories and user data linked to these connections will also remain secure, operational and unchanged throughout the transition.

Building on Airtel’s legacy, Cirkle is designed to cater to Bangladesh’s young, digital-first generation by offering affordable and modern telecom services, alongside future-ready solutions powered by emerging technologies such as Artificial Intelligence (AI).

Speaking at the launch event, Robi Managing Director and CEO Ziad Shatara said Airtel has grown alongside the country’s youth for 16 years.

“As connectivity enters a new phase, the focus is no longer only on connecting more people, but on making those connections more meaningful,” he said.

“Cirkle is the next evolution of Airtel’s journey, built for how Bangladesh’s young-at-heart generation will connect in the future. While the identity evolves, the brand promise remains the same: bringing people closer through trusted, affordable and always-on connectivity,” Shatara said.

Under its core brand promise, Cirkle aims to enhance digital experiences across daily consumer touchpoints, including entertainment, gaming, content creation and online communities, while continuing to invest in digital innovations tailored to young consumers, a brand official of the operator said.