Airtel spreads Malawian warmth, love with Muli Bwanji campaign

Malawi’s leading mobile telecommunications provider Airtel Malawi today launched a new thematic campaign dubbed ‘Muli Bwanji?’, aimed at depicting the warmth and love that is synonymous with Malawians.

“As a brand we are part of the daily lives of our customers’ and in Malawi, wherever you go, a simple greeting carries so much value,” Isabel Kachinjika, Airtel’s Brands and Communications Manager said in a statement.

Airtel highlighted that they decided to name the campaign “Muli Bwanji” (how are you) because in Malawi a simple greeting represents the power of love, care, warmth and peace.

“Among other things, ‘Muli Bwanji?’ celebrates the cultural diversity and co-existence across the country as it acknowledges the range of values and languages that exist in Malawi,” she said.

Airtel further acknowledged that as a brand, it is destined to champion the favorable attributes that Malawians are so well known for namely, being a warm, friendly and happy people that love sharing, treasure the little they have and always take pride in helping one another.

And fundamentally, when someone greets another, it shows a genuine interest in the wellbeing of another.

“So today, Airtel is asking you, “Muli Bwanji?” and encouraging you to also reach out to the people that matter most in your life,” reads the statement.