Circles.Life debuts brand mascot to champion Singaporean telco lifestyle in new campaign

Singapore — Circles.Life has unveiled ‘Circo,’ a new brand mascot designed to embody the bold, unconventional Singaporean lifestyle of maximizing value in everyday life, as part of its newly launched “Live Unhinged” campaign.

Through “Live Unhinged,” Circles.Life aims to connect with a generation that refuses to be defined by a single identity, highlighting the uniquely Singaporean drive to optimise every aspect of life through side ventures, hobby groups, and community activities. 

At the heart of the campaign is Circo, a character created to represent the brand’s bold, innovative, and community-driven spirit to play a key role in engaging consumers beyond traditional advertising through real-world experiences and community activations.

The campaign also shines a spotlight on Circles.Life’s growing ecosystem, which includes CirclesAI, Circles Zerofy and the Zerofy Cashback Card, reinforcing the brand’s push to deliver value beyond traditional data bundles. 

John Huang, Head of Growth at Circles.Life, said the campaign is part of their ambition to create deeper connections with consumers beyond connectivity. 

“The telco category has long been seen as highly commoditised, where brands compete primarily on price and data bundles. To drive meaningful growth, we have to go beyond promotions and rethink how we show up in people’s lives,” said Huang. 

“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,” shared Priya Seevaratnam, Head of Brand and Creative at Circles.Life. 

As part of the rollout, Circo will appear across gaming events, sporting activities, including run clubs and Climb Central sessions, as well as collaborations spanning food and beverage and community-led initiatives throughout Singapore.