The Brand

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The Brand

To the Afghan people, the Roshan brand is not just a name. The word Roshan means "light" and "hope" in both of the country's national languages, Dari and Pashto. Chosen by the people of Afghanistan, Roshan brings a promise of hope, development, and a brighter future for Afghanistan.

Bringing You Closer

About Our Brand Campaign

Our vision has always been to be the light that shines from every part of Afghanistan. All of us can choose to be a part of this light, filled with talking, laughing, sharing, and the voices that we love.

And the further our voices can travel, the closer we come together. Share your voice, and bring your brightness to the world, with Roshan.

Roshan
Bringing you closer

A Success Story

As a brand, Roshan is a storybook success.

Roshan is a pioneer in brand building, spearheading the development of the advertising industry in a war-torn country.

Today, Roshan has the highest top-of-mind awareness of any mobile phone operator in the marketplace. No other brand has ever achieved such a high level of awareness and fondness in Afghanistan.

Roshan has become the Afghan brand, embracing the hope and opportunity that Afghanistan now represents, reaching a balance between modernity and Afghan pride. We have also been praised internationally for our ability to navigate through religious, ethnic and cultural issues to establish the preferred brand of choice in Afghanistan.

Today, Roshan is, and remains a source of pride for all Afghan people. At a time when the country is still undergoing the rebuilding and reconstruction process, we believe that it is our responsibility to be a symbol of progress, hope and modernity, to fuel optimism in the Afghan people. By investing in the country, making communication possible and contributing to the socio-economic development of the country, Roshan serves as a beacon of "light" and "hope" for the Afghan people.
A New Beginning

A catalyst for change, we have invested $500 million to bring the latest technology and build a world-class network to connect the people of Afghanistan to each other and the world. While we are completely changing the way people communicate, we can also see that we are changing lives through our reconstruction efforts.

Our values center on maintaining commitment and focus on the customer, conducting business with integrity, and respecting the customs, cultures and traditions of Afghanistan while engaging in corporate social responsibility to give back to, and develop the country.