Relaunch of a Failed Brand in Sri Lanka

Celltel was the first cellular operator in Sri Lanka (1989). They introduced their brand as "Celltel" making the word synonymous with "mobile phone". People even used to say "I owned a Dialog, CELLTEL" (Dialog :another carrier network,celltel: a common word in place of 'mobile phone')". Celltel lacked good marketing skills, What celltel promised in their advertisements were always subject to some un-advertised condition,making the consumer frustrated. (In my experience I owned a celltel connection too, but changed later due to missing promises). After the massive failure, celltel was acquired by Millicom Luxeburg and relaunched to Sri Lanka again as "Tigo"...trying to brainwash Sri Lankans that there wasn't a brand as "Celltel", in order to recover the lost brand image.

This is a new Tigo Advertisement: