MTN and M+C Saatchi Abel Launch Pi by MTN, a New Digital-First Connectivity Brand
MTN and M+C Saatchi Abel Launch Pi by MTN, a New Digital-First Connectivity Brand. South Africa’s telecommunications sector has welcomed a new digital-first brand following the launch of Pi by MTN, developed through a partnership between MTN South Africa and creative agency M+C Saatchi Abel.
Designed for consumers who manage much of their daily lives online, Pi by MTN aims to provide a simplified approach to mobile and home connectivity through a fully digital experience.
According to MTN and M+C Saatchi Abel, the brand was created to move beyond traditional telecommunications marketing by offering customers greater flexibility, convenience and control over their connectivity needs.
The launch introduces a platform that allows users to manage both mobile and home internet services through a single online account. The offering is designed to support households and families seeking a more streamlined way to manage multiple connectivity services in one place.
Customers can choose month-to-month plans rather than long-term contracts, while households that add four or more lines to their account qualify for a 20% discount. The brand positions itself around flexibility, allowing customers to adjust their plans as their needs change over time.
Morumo Maleka, Senior Manager: Go-To-Market Postpaid and Residential at MTN, said the product was developed with flexibility as a key priority.
“With no long-term contracts and the ability to adjust plans as life changes, Pi by MTN addresses the real-world need for month-to-month freedom. The campaign needed to position Pi by MTN as the easiest, most seamless way to access both mobile and home internet, removing the complexity traditionally associated with connectivity,” Maleka said.
The brand strategy is centred on the idea that modern households often operate as connected ecosystems with multiple devices requiring reliable internet access. As a result, the offering is designed to cater to a variety of household structures and connectivity requirements.
M+C Saatchi Abel said the creative approach focused on building a brand identity that exists naturally within digital environments rather than relying on conventional telecommunications advertising models.
Masego Motsogi, Managing Director at M+C Saatchi Abel, said the objective was to create a brand experience aligned with the changing needs of customers.
“The goal was to build a brand that feels as flexible as the lives of our customers. This isn’t just about data, it’s about control. We wanted the campaign to reflect that simplicity. ‘Easy as Pi’ isn’t just a tagline, it was our guiding design principle,” Motsogi said.
The launch marks the introduction of a new connectivity brand that combines mobile and home internet management within a single digital platform, targeting consumers looking for greater flexibility and simplified account management.
