In January 2003, for the first time in decades, the Afghan people were given the opportunity to contribute their voice, beliefs and opinions in what they wanted their second GSM mobile operator to be called. After weeks of focus group testing, the brand name "Roshan" was selected for Telecom Development Company Afghanistan Ltd. (TDCA).

Meaning "Light" in Dari and Pashto languages, Roshan brings a promise of trust, friendship and hope to the people of Afghanistan and has quickly become a symbol of Roshan's commitment to bring a new era of high quality and reliable communications to Afghanistan.  Roshan also reflects a very strongly held Afghan vision of the immediate future; that of the emergence of Afghanistan back into a 'world of peace and prosperity'.

The colors of the Roshan logo were chosen to represent the colors of Afghanistan: the red of the earth and mountains and the blue of Afghanistan's sky and famous Lapis.

Roshan's blue and red is easily and widely recognized across the nation. The words "Nazdik Shodan" are now heard on the lips of young children singing in the streets. Roshan as a brand speaks to the relationships Afghans are now able to build upon with each other and the rest of the world. Whether it be friends, family or business partners, Roshan is connecting people. 

Roshan was recognized at the tenth GSM Association (GSMA) Awards. Winners were announced at the mobile industry's leading annual event, the 3GSM World Congress 2005, in Cannes, France. Roshan beat international companies such as Motorola USA and Vodafone UK to win the coveted Best Marketing Campaign Award for this "Light and Hope" campaign. Roshan was praised for navigating through religious, ethnic and cultural issues to establish a brand and significantly grow the Afhgan communications market.

Roshan has become the Afghan brand, embracing the hope and opportunity that Afghanistan now represents.

Roshan. Nazdik Shodan.