On 11 July, Pretoria's skyline was illuminated as Telkom projected a dazzling origami show onto the historic UNISA building. This display marked a pivotal moment in the company’s brand evolution, introducing the new tagline ‘Possible Begins Here’.

The choice of origami as a visual metaphor was both deliberate and powerful...

Just as origami transforms a simple sheet of paper into intricate works of art, Telkom has continuously evolved, transitioning from legacy technology to cutting-edge mobile telecommunications.

"Origami symbolises the spirit of transformation and innovation that defines Telkom," shared Gugu Mthembu, Telkom Group Chief Marketing Officer. "We've consistently reshaped the telecommunications landscape, empowering South Africans to connect and thrive."

The projection on the UNISA building, a beacon of education and potential, held special significance. Situated beside the iconic Lukasrand Tower, a symbol of advancement, the two landmarks together embodied the essence of Telkom's brand promise.
 

According to Mthembu, this rebranding initiative aimed to infuse a touch of magic into the lives of South Africans – making dreams a reality through innovative solutions and striving to create a better future for all.

This duality is also reflected in Telkom Group’s commitment to both technological advancement and positive societal impact.

What hasn’t changed is Telkom's dedication to customer-centricity, which is evident in its affordable data plans and the transformation of Telkom-branded retail spaces into modern, customer-friendly environments.

Today, the digital transformation journey of the Group’s Consumer and small Business division and consumer-friendly products, such as affordable data plans, which started with FreeMe years back to the current FlexOn and Infinite products, exemplify Telkom’s dedication to challenging industry norms and putting customers first.

The success of this rebranding is expected to be measured through key metrics like brand consideration, use, and overall brand equity, over the next 12 to 18 months. The brand anticipates positive shifts in these areas, solidifying its position as a force in the South African market.

But what truly sets Telkom apart is its commitment to societal progress.

"Our mission is to leverage technology for the betterment of society," added Mthembu. "We continuously innovate to address market opportunities and meet the evolving needs of our customers."

Telkom's spectacular origami display and brand repositioning campaign are proof of the Group’s journey of transformation, innovation, and dedication to making "Possible Begins Here" a reality for all South Africans.