AXIAN Telecom is pleased to announce that Yas, its recently launched pan-African brand, has received recognition at the prestigious Pitcher Awards 2025. The campaign “YAS, IT’S OUR TIME” won Silver in the Heritage Film category and Bronze in the Film Craft category.
As AXIAN Telecom repositions its mobile network operators in Madagascar, Comoros, Senegal, Togo, and Tanzania under a single brand identity, these awards represent an important turning point in the company’s history. A bold, young, and inclusive vision for the future of digital connectivity in Africa is embodied by the Yas brand.
“Yas is more than a name—it’s a rallying cry for a generation that’s ready to shape Africa’s digital future,” said Hassan Jaber, CEO of AXIAN Telecom. “This recognition is not just for Yas—it’s for every young African who dares to dream big. It’s a testament to the power of African storytelling and our commitment to building a brand that resonates deeply with the people we serve.”
About Pitcher Awards
The Pitcher Awards are one of the most prominent honours in the African advertising and creative industries, and they are presented every year as part of the Pitcher Festival of Creativity.
They honour excellence across the continent in storytelling, media, and marketing. Yas’s victory at the Pitcher Awards positions it as one of Africa’s most inventive and influential brands.
Recognised for its outstanding production value and gripping story, the “YAS, IT’S OUR TIME” campaign captures the essence of a continent in transition.
In the Heritage Film category, the Silver Award recognises outstanding storytelling that uses traditional film media to bring stories to life, while the Bronze Award in Film Craft honours excellence in editing, scripting, and cinematography.
The Yas brand
Rebranding to Yas is a calculated move to consolidate AXIAN Telecom’s activities under a single, potent identity that embodies its aspirations for pan-African expansion. It represents a new, dynamic approach to connectivity that is forward-thinking, inclusive, and richly ingrained in regional cultures.
These accolades further solidify Yas’s standing as a reliable partner among its clients and stakeholders, dedicated to assisting them in realising their collective digital potential as it develops its presence throughout Africa.
Yas, a company founded by Africa for Africa, champions a common goal and highlights the role that local creativity plays in advancing the continent’s digital transformation.
About AXIAN Telecom
AXIAN Telecom is a pan-African telecom company that operates in nine markets: Tanzania, Madagascar, Togo, Uganda, Senegal, the Democratic Republic of the Congo, Réunion, Mayotte, and the Comoros. It offers mobile financial services, digital infrastructure, and fixed and mobile networks in three main business segments.
Mobile network operators in Madagascar, Comoros, Senegal, Togo, and Tanzania have been consolidated under the Yas brand by AXIAN Telecom, while its fintech businesses in Tanzania, Togo, and Senegal are now known as Mixx by Yas.
AXIAN Telcom’s goal of becoming a pan-African powerhouse that offers a more efficient customer experience and innovations that are solutions-driven with genuine impact is in line with the Yas brand.
As a reliable partner committed to assisting clients in realising their full potential online, Yas markets itself as such. To better serve its customers, AXIAN Telecom will consolidate its operations under a single brand, utilising the assets and resources of a robust, cohesive pan-African enterprise.
With over 40 million customers and a disruptive market, AXIAN Telecom is Africa’s sixth-largest mobile operator. Since 2015, it has grown through aggressive acquisitions and significant network investments.