Circles.Life has launched a new brand campaign called “Live Unhinged,” repositioning the Singapore telco beyond connectivity with a bundled offering that includes AI tools, a cashback programme, and a new brand mascot.

AI and Cashback at No Extra Cost

The campaign centres on three lifestyle additions bundled free with Circles.Life plans. CirclesAI gives subscribers access to a suite of premium AI tools valued at over S$100. Circles Zerofy is a cashback programme that lets users offset their mobile bills through in-app purchases. A companion Zerofy Cashback Card offers one per cent cashback on local and overseas spending with no caps or foreign exchange fees.

The moves signal a deliberate push by Circles.Life to differentiate in a market it acknowledges has long competed primarily on price and data.

“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.” — John Huang, Head of Growth, Circles.Life

Circo and Community Activations

Alongside the campaign, Circles.Life introduced Circo, a new brand mascot intended to represent the company’s positioning around community and innovation. The character will appear at gaming events, run clubs, and climbing venues across Singapore in the coming months, with collaborations spanning sports, gaming, and food and beverage.

“Today’s consumers expect their mobile plans to do more than just keep them connected. With ‘Live Unhinged’ and the introduction of Circo, we’re evolving how Circles.Life connects with our audience.” — Priya Seevaratnam, Head of Brand & Creative, Circles.Life

Targeting Singapore’s Multi-Hyphenate Consumer

The campaign’s underlying premise is that a growing segment of Singaporeans are pursuing multiple income streams and lifestyle pursuits simultaneously — side hustles, hobby communities, and run clubs alongside primary careers. Circles.Life is framing its expanded ecosystem as purpose-built for this demographic.

New and existing subscribers can access CirclesAI and Zerofy directly from the Circles.Life app.