CelcomDigi

BRANDING

When Celcom and Digi merged, the announcement shook the industry — but the public didn’t exactly cheer. Many Malaysians were sceptical, worried the merger meant less choice and a company “too big to care.” That’s where we came in. CelcomDigi needed more than a big reveal — they needed a story that flipped the narrative and made people believe bigger could actually mean better. 

We created the platform: “Let’s reimagine a new era for Malaysia.” More than just a launch line, it became the foundation for a bold new identity and a launch experience that Malaysians couldn’t ignore. From front-page takeovers and PR buzz to live performances, fireworks, and a record-breaking projection mapping spectacle, we made “reimagined” feel real, bold, and proudly Malaysian.

And it worked. CelcomDigi overtook Maxis in reputation scores, lifted awareness to 75%, and got 65% of Malaysians feeling positive about the brand. On top of that, the merger showed real business impact with stronger differentiation on quality, value, and coverage — and a 5.5% revenue lift quarter-on-quarter.