Circles.Life has launched a new brand campaign, Live Unhinged, marking a broader shift in how the Singapore mobile provider presents itself to consumers.
The campaign centres on what it describes as a distinctly Singaporean tendency to seek better value in daily life, from side hustles and hobby groups to cashback offers and other ways to stretch spending. It also introduces a new mascot, Circo, which will serve as the public face of the brand.
Through the campaign, Circles.Life is highlighting its expansion beyond mobile plans and data offers. It now wants to position itself around everyday consumer value, backed by products tied to artificial intelligence tools, cashback and lifestyle perks.
New offerings
Among the services it highlighted is CirclesAI, which gives users access to a suite of premium AI tools valued at more than $100. It also pointed to Circles Zerofy, a cashback programme that lets users reduce their phone bills through shopping on the app, and the Zerofy Cashback Card, which offers 1% cashback on local and overseas spending with no caps or foreign exchange fees.
The repositioning comes as telecom brands in Singapore face a mature market where mobile services are often hard to distinguish on price and data allowances alone. Operators have increasingly sought to deepen customer relationships through digital services and rewards programmes rather than relying solely on core connectivity products.
Circles.Life is framing the campaign around changing consumer behaviour, arguing that more people are balancing multiple interests and income streams rather than following a single career path. That view underpins its attempt to connect with a more fragmented and value-conscious customer base.
John Huang, Head of Growth at Circles.Life, set out the commercial rationale behind the shift.
"The telco category has long been seen as highly commoditised, where brands compete primarily on price and data bundles," said Huang.
"To drive meaningful growth, we have to go beyond promotions and rethink how we show up in people's lives. With our CirclesAI bundle and Zerofy cashback program, we are constantly innovating to support how our customers live and work everyday," added Huang.
Brand identity
The new positioning also reflects a change in how Circles.Life wants to communicate with customers. Rather than focusing its identity solely on telecom utility, the business is tying its message more closely to communities and lifestyle interests associated with mobile use.
That approach is reflected in the introduction of Circo, a mascot intended to give the brand a more recognisable identity across its marketing. The character is meant to embody the company's community-led image and make the campaign more visible in everyday consumer settings.
Priya Seevaratnam, Head of Brand & Creative at Circles.Life, described the thinking behind the branding update.
"Today's consumers expect their mobile plans to do more than just keep them connected," said Seevaratnam.
"With 'Live Unhinged' and the introduction of Circo, we're evolving how Circles.Life connects with our audience by embedding ourselves in the communities they care about and building a brand that feels relevant, human and culturally connected," added Seevaratnam.
Market strategy
Founded in 2014, Circles is a technology company that also supplies software to telecom operators. It says it works with operators in 14 countries across six continents, while Circles.Life remains its consumer-facing digital lifestyle brand in Singapore.
The latest campaign suggests consumer telecom brands are continuing to test how far they can stretch beyond their original category. In a market where straightforward connectivity is increasingly treated as a baseline service, Circles.Life is betting that access to AI, cashback mechanics, and lifestyle benefits can help it stand out from rivals.
Customers can access CirclesAI and Zerofy through the Circles.Life app, according to the company.