Ukraine’s third-placed mobile network operator Astelit has adopted a new brand name for its entire operations, ‘lifecell’, replacing the existing ‘life:)’ brand, in a strategic move driven by its Turkish parent Turkcell. A statement on Astelit’s newly renamed website confirms that the rebranding is partly aimed at aligning itself with the parent group and its ‘worldwide reputation’, whilst the facelift also aims to develop a multi-sector, multi-service portfolio for businesses and consumers, away from the largely budget/youth associations of the life:) brand. Alongside the lifecell rebranding campaign, Astelit is introducing a new marketing slogan to promote its 3G mobile data services, ‘Connect the future’.
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