In line with its vision of fostering unity by connecting people especially the youth and the young at heart, leading telecommunications company Airtel this afternoon in Lagos, South-West Nigeria, launched a new brand campaign entitled ‘Come Alive with Airtel’.

The campaign, according to the telco, is aimed at empowering the youth with enriched digital experience.

The campaign is coming nearly two years after Airtel launched its ground-breaking ‘Padi Na Good Thing’ friendship campaign which warmed itself into the hearts of the youths as a brand to be identified with because of its numerous brand promises.

The ‘Come Alive’ campaign, according to Segun Ogunsanya, Airtel’s Chief Executive Officer, is another avenue the telco identifies with the various needs of the youth.

“Airtel is known for very good commercials and this is so because our primary target is the youth and the young at heart,” Ogunsanya said at a colourfull event in Sheraton Hotel, Ikeja, where the campaign was unveiled.

He noted that the term ‘Come Alive’ is relative, saying that it connects with the people by whatever they want to come alive with. “Since Airtel is an enabler, we support people to come alive in their various ways of coming alive,” Ogunsanya said.

Obinna Aniche, GM, Brand Asset at Airtel Nigeria, observed that the ‘Come Alive’ campaign is hinged around friendship and connecting people to the world.

He disclosed that the campaign was shot in South Africa haven researched the various needs of the present-day youth.

“The feedback we got from our research team is that Nigerian youth love to connect to friends and loved ones via Facebook and other social media network. Everything that the youth do they love to share with their friends and friend' friends. That is why they are our primary target,” he said.

Nollywood actor Mike Ezuronye, who was part of the campaign, said he had to identify with the Airtel brand because it is young, vibrant and is passionate about the youth, adding: “Mike Ezuronye and Airtel is one train that doesn’t know how to stop.”

Other acts which feature in the TVC include Half Dollar and EME signee Shaydee.

•Photo (L-R) shows Nollywood Actor and Airtel’s ‘Come Alive’ Ambassador, Mike Ezuruonye, CEO/MD, Airtel Nigeria, Segun Ogunsanya, and Artiste Half Dollar after unveiling the new TVC at the media launch of Airtel’s new thematic campaign . . . today in Lagos.