Bangladesh, Aug. 17 -- Robi Axiata PLC has replaced the Airtel brand in Bangladesh with a new name, Cirkle, as the telecom operator seeks to reposition the service for the country's younger, digitally focused consumers.

The new brand was unveiled at an event at Pan Pacific Sonargaon Dhaka on August 17. Robi said the transition will not require Airtel customers to change their existing mobile connections or affect their current services.

All Airtel subscribers will automatically become Cirkle customers, while their existing 016 numbers, packages, balances and other services will remain intact, the company said.

Robi also said customers' mobile financial services accounts, wallets, transaction facilities and personal information will co...