Driven by the desire to make the world around them a better place to live and the belief that each individual has the power to make a difference in their community, ‘Make your mark’ became a brand statement that spoke to the Afghan youth in a mature, grounded tone that acknowledged them as being key influencers in their community.
Roshan, Afghanistan’s largest mobile network launched Yaaran as its youth-oriented brand in 2015. After a series of interviews and workshops conducted in Afghanistan, we launched a brand that leveraged the parent company and borrowed elements such as typography and colour, while focusing on those areas that remain unique to the Afghan youth market.
A versatile positioning ‘Make your mark’ drove everything from image style to tone of voice, visual devices and the types of communication we engaged in. Yaaran has already signed up 1.9 million users and won a Silver at the 2015 Transform Awards for ‘Best strategic / creative development of a new brand.