Formally branded as Mobinil, this telecommunications provider was the first in Egypt’s history, founded in 1996. The company was the sole operator in the country, until Vodafone’s introduction in 1998. Mobinil would focus on its heritage, opposing the red operator as the original and only local provider.
Orange stormed into the market in 2016, rebranding Mobinil.
Orange’s takeover of the brand has yet to really bring about anything special in their marketing efforts. Although Mobinil used to have a strong rivalry with the other two service providers, Orange has slipped through the cracks and hasn’t provided any strong influence or ads. Yet.
This year’s Ramadan ad has had a slow burn. With Mohamed Henedy in its quirky musical ad, Orange has slowly been rising up the ranks as a silent killer.