Maxis unveils new brand purpose for its three products


Maxis' new brand purpose intertwines Maxis and Malaysia’s journeys together through the ages and in the rapidly evolving digital age.

KUALA LUMPUR: Maxis Bhd has officially unveiled its new brand purpose to help align all its brands – Maxis, Maxis Business and Hotlink.

“The brand refresh is in line with our aim of reaching more Malaysians under Hotlink and Maxis that are housed under the company.

“And there is a clear focus with this rebranding on businesses, enterprises and corporations in Malaysia with a new logo for Maxis Business, ” chief executive officer Gokhan Ogut said at a virtual press launch.

The company said its new brand purpose is to bring together the best of technologies to help people, businesses and the nation to always be ahead in a changing world.

“We had soft launched this in the past couple of months since March. There were new iterations to the brand identity: the minute changes in the logo, font types and colour that is being used.

“Today is the day we turn the dial up to its maximum. We hope that by the end of this year, you would see a significant amount of this new brand identity as our public face, ” head of brand and marketing Tai Kam Leong said.

(from left) Maxis brand and marketing head Tai Kam Leong, CEO Gokhan Ogut and enterprise customer experience and commercial management head Tan Cheong Tatt. (from left) Maxis brand and marketing head Tai Kam Leong, CEO Gokhan Ogut and enterprise customer experience and commercial management head Tan Cheong Tatt.

Maxis said its new brand purpose was launched in conjunction with its 25th anniversary and the upcoming Merdeka celebrations. This is to signify the intertwining of Maxis and Malaysia’s past, present and future journey together in this rapidly evolving digital age.

Ogut said the capital expenditure (capex) that will be used for this rebranding exercise will be insignificant when compared to its total planned capex.

“Fixed asset investments to change the branding will be insignificant to the total technology capex budget.

“A year and a half ago, Maxis had launched a new long-term plan and a new vision to accelerate the transformation of Maxis from the best mobile operator to the leading converged solutions company.

“The brand refresh and the launch of the brand purpose is part of our five year plan and transformation, ” he added.

Part of the campaign will see Maxis rolling out a series of digitalisation programmes for individuals and businesses throughout the year, while customers can look forward to special offers in conjunction with the anniversary celebrations.

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