Airtel Africa on Tuesday evening at a press brief held at the Kampala Serena Hotel launched a new campaign dubbed ‘Reason to Imagine’ focused on building a deeper emotional connection with Africa’s youth.
The campaign is driven by the insight that in Africa, imagination is the only qualification that matters and showcases Airtel Africa’s role in harnessing this potential by delivering relevant solutions to consumers that enhance digital and financial inclusion.
The ‘Reason to Imagine’ campaign highlights Airtel Africa’s status as an enabler of youths’ dreams and ambitions, whatever these might be. To this end, the campaign seeks to celebrate the energy, creativity, and innovation of Africa’s young people.
While addressing the press, Airtel Uganda Managing Director Manoj Murali said, “Through this new campaign, we are reaffirming Airtel Uganda’s commitment to advancing the progress of Africa’s young people by providing the connectivity to turn every situation into an opportunity.”
Murali further went on to say “It’s a well-understood fact youth are central to achieving Uganda’s potential. About 53% of Uganda’s population is under the age of 30 and empowering this new generation is transformative for the future of this country and the region.” “The Uganda Needs More of You campaign revealed the potential of young Ugandans who are harnessing the power of technology to transform their lives and their communities.”
The ‘Reason to Imagine’ campaign is Airtel Africa’s most ambitious yet. It comprises a series of television commercials and a combination of market-specific print, online, outdoor, and mobile creative executions.
The current title sponsorship of The Voice Africa is an example of how Airtel Africa is giving the youth a reason to imagine by partnering with The Voice to bring the show to Africa. The Voice Africa showcases exceptional African musical talent in a show that also features a high-profile panel of coaches and TV hosts.
The campaign becomes one of the initiatives that Airtel Africa has invested in to promote youthful talents and expertise in education, sports, and the innovation sectors.