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du, from Emirates Integrated Telecommunications Company, is launching a new brand campaign called “Be more you” that emphasizes the self-identification of its users and align with the more human, modern and digital ethos of the telco.

Building on the foundational “Add life to life”, the refresh is meant to create a positive impact on people’s lives and enable them to follow their dreams.

The refreshed brand identity comes at a critical inflection point in du’s growth and helps prepare it for the next phase. This is a step forward in the telco’s evolution towards being a lifestyle brand of choice built upon the continued excellence in delivering best-in-class telecommunication services. The new chapter will be announced across all du-connected phones via a mobile network name change – look out for “Be more you” in the top left corner of your handset, as well as across all communication touchpoints.

“The inspiration for them to live their best lives”

Abdulwahed Juma, Executive Vice President of Brand and Communication, du said: “We have found our brand purpose. Our emphasis is on giving users seamless access to their digital life, service that is second to none, and added value benefits throughout. The customer is at the core of everything we do and we hope that inviting our customers to “Be more you” is the inspiration for them to live their best lives.”

du has maintained its focus on understanding customer needs, while at the same time recognizing the importance of empowering people’s passions. Its new campaign was born from in-depth strategy work that focused on defining a clear vision, position and unique proposition in the market.

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