Telecoms Leader Tcell Refreshed and Reenergized with New Brand Identity.


Tcell, Tajikistan’s leading telecommunications company, has unveiled a dynamic new brand identity signaling its global character and forward-thinking ethos.

The telecoms leader revealed the new look, marking the company’s first major rebrand in nearly a decade. In a vibrant shade of its signature purple, Tcell’s “globe” logo announces the brand’s arrival at the leading edge of mobile and Internet solutions. Its ultra-modern design instantly communicates the openness and approachability of the brand and its commitment to remaining at the forefront of global telecommunications.

A fresh photography style and colorful graphics appeal directly to Tcell’s youngest customers, whose expectations for speed and reliability and whose awareness of international trends have inspired Tcell to continue to push the brand forward.

The vivid look and feel was designed to speak not only to the Tajik customer but also to discerning consumers around the world. With the tagline “Connection for Life,” Tcell promises lasting value and emphasizes its vital, enduring spirit. For each person it is important to feel that family and friends are nearby despite the distances, it is important to receive support from colleagues in difficult moments and hear words of support from parents. Connection for life is a fundamental principle for Tcell. Such connection accompanies a person from birth, and is near every day of life, helping to unite with the world and share the most important life moments.

Tcell is at the forefront of telecommunication sector in Tajikistan. Tcell was the first company to provide GSM connection, which radically changed the communications market in the early 2000s. Since then, for more than 19 years, Tcell has provided a wide array of products and services in Tajikistan, offering convenient service, cutting-edge technology, and innovative solutions. The company has remained committed to accumulating and adapting global technological trends and introducing them into Tajiks’ daily lives. Being a local Tajik company, Tcell honors its native culture and history, glorifying native traditions. Nevertheless, Tcell keeps up with the times, adapting to the dynamics of the modern world. Adaptation of global trends at the local level visualizes the company's modern and innovative thinking.

By raising the bar for service and customer trust, Tcell has advanced the local telecommunications market and the economy and has fostered greater social connection. In accordance with the values of its shareholder, the Aga Khan Fund for Economic Development (AKFED), Tcell is also committed to improving lives. Every year Tcell conducts its own and partner social projects that help people in difficult life situations, develop education and social entrepreneurship, support and accelerate the social development of society as a whole.

With dynamic and timely services, consumers feel valued and respected. Being a leader in the corporate segment, Tcell provides convenient and mutually beneficial communication services for its corporate clients. Tcell proposes individual business solutions suitable for each client depending on their needs. Such an individual approach provides reliable cooperation that helps to conduct “smart” business and improves its quality, which invariably improves people's lives.

According to General Director Ozodkhon Davlatshoev, the time was ripe for change. “Tradition is an important value for us, but it’s not the only reason our customers are so loyal to us,” Davlatshoev says. “Customers choose Tcell because we’re doing everything we can to stay ahead of the curve and to pay attention to the rest of the world. I’m proud that we now have a brand identity to reflect that.”

“We’re not afraid of change, not even in the slightest,” Davlatshoev adds. “Changing and growing and developing—that’s what we do every day.”

Tcell is the largest telecommunications company in Tajikistan, the only shareholder of which is the Aga Khan Fund for Economic Development (AKFED). AKFED is an international development agency dedicated to the promotion of entrepreneurship and the creation of economically sustainable enterprises. AKFED is one of the agencies of the AKDN system - a network of private development agencies that are aimed at improving the opportunities and living conditions of the peoples of the developing world. AKDN agencies work for the public good of all citizens, regardless of their nation, gender or religion. AKDN aims to contribute to the development of economically active, politically sustainable, intellectually diverse and culturally tolerant Tajikistan.


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