Dubai, 30 September 2026 The Group’s pan-African brand wins two Golds and a Silver for its consolidation, visual identity and localisation Yas Group is proud to announce that the Yas brand has received three awards at the Transform Awards MEA 2026, held in Dubai on 28 September 2026. Yas was awarded Gold for Best Brand Consolidation, Gold for Best Visual Identity from the Technology, Media and Telecommunications Sector, and Silver for Best Localisation of an International Brand. The awards recognise the launch of Yas in November 2024, when the Group united its mobile network operators in Madagascar, Comoros, Senegal, Togo and Tanzania under a single brand. Together, the three categories recognise both the creation of one pan-African identity and the way each market introduced it to its own customers. Reflecting on the recognition, Hassan Jaber, Group CEO of Yas, commented: “These awards recognise the ambition behind Yas, a brand created in Africa, for Africa, and shaped by the people and markets we serve. We set out to build one identity across five markets while giving our local teams the freedom to make it meaningful for their customers. I would like to thank our teams across the Group and in every market, and our partners at Landor, for the care and discipline they brought to this work.” Hassanein Hiridjee, Chairman of the Yas board, added: “A brand is what our customers meet when they top up, send money or go online, and behind it are the people who build it. When we brought our operators together under Yas, we asked our teams to create a brand that could stand alongside the continent’s largest telecom names while staying close to every community we serve. Being recognised in three categories, alongside some of the strongest brand work in the Middle East and Africa, shows what they have achieved. This recognition belongs to them, and it confirms that Africa’s talent is here, on its soil, building brands the whole region can see.” Now in their 13th year in the Middle East and Africa, the Transform Awards are organised by Transform magazine and recognise best practice in rebranding and brand development. Yas, a brand created by Africa for Africa, believes in a shared purpose and emphasises the importance of local innovation in driving the digital transformation of the continent. It positions itself as a trusted ally to its customers and stakeholders, committed to helping them unlock their digital potential together. The awards add to the independent recognition Yas has built since its launch and follow the Group’s adoption of Yas Group as its corporate identity earlier this month. ————END—– About Yas Group Yas Group is a leading telecommunications company that operates in 11 markets across Africa and the Indian Ocean, providing mobile, fixed, digital infrastructure and fintech services to more than 45 million customers. Yas positions itself as a trusted partner, dedicated to helping customers unlock their digital potential. Yas harnesses cross-market synergies and leverages the combined resources of a strong unified pan-African business to drive innovation. Yas has expanded through active acquisitions and considerable network investment since 2015, systematically ensuring its businesses have a positive and sustainable impact on the daily lives of customers and communities they serve. Yas ranks amongst the top 20 strongest telecom brands and has been named a 2026 ‘Brand to Watch’ in the global telecoms sector in the Brand Finance ranking. Find out more about Yas Group: www.axian-telecom.com CONTACT
