The Maldives is an archipelagic nation of some 1200 islands of which around 400 are inhabited. Providing telecoms services in the country owing to its geographical disparateness as well as its least developing country status had been fraught with challenges. Dhiraagu is the oldest and leading provider of telecommunications and digital services in the Maldives offering a comprehensive range of mobile, internet, data, fixed line and TV services.

For the first fifteen years of its existence, Dhiraagu was the sole provider of telecommunications in the Maldives. While the company’s introduction of technological innovations had been immense, its status as a state-owned monopoly had meant its brand was not particularly well received by the general public. In 2005, the mobile phone sector underwent reforms which saw the entrance of an internationally established brand as a second mobile services provider. While this competition had come with a carefully honed brand perfected abroad, Dhiraagu was often viewed as a legacy-service with monopolistic characteristics.

Going forward, the refreshed Dhiraagu brand is about one thing: empowering customers to “Take on tomorrow”. An evolution of the previous “hand print” created in 2005, the new logo is designed to work seamlessly across digital and non-traditional platforms. It integrates three distinct Maldivian symbols into a greater whole: the vibrant atolls, the warm Maldivian sun, and the recognisable Dhiraagu “d”. Alternate logotypes were developed in the native language, Dhivehi. The change of principal colour from red to orange creates differentiation and impact in a visually crowded marketplace. The graphic system is inspired by the rays of the Maldivian sun.

Response to the rebrand was overwhelming. Social media, members of the public and even the competition praised the new branding. The new brand was eye-catching- with the public associating it with ease when queried in subsequent surveys. In accordance with the new brand, Dhiraagu changed some of its practices, including focusing more on digital opportunities. Culture change programs, brand orientation programs and refresher sessions are regularly held to ensure that staff are fully aligned with the new brand.

In 2018, Dhiraagu’s brand transformation was included in the prestigious REBRAND 100 Global Awards. This is the first time a local brand was recognized at an international platform for brand transformation.

“This is one of the biggest honors a local company can have – to be recognized among top international brands”, stated Senior Manager of Brand and Marketing Communications, Mirshan Hassan. “It brings us immense joy that our customers accepted our brand transformation with open arms.”