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Roshan Calls On Afghan Youth to “Make Their Mark” with Revamp of Yaraan

Brand will tap into the passions of young Afghans and encourage them to express themselves

August 11, 2015 (Kabul, Afghanistan) – Roshan, Afghanistan's leading total communications provider, today revamped Yaraan by Roshan, a lifestyle platform developed exclusively for the youth of Afghanistan. Yaraan will introduce products and services that connect young Afghans with the values that matter most to them – from education to career development, music to the arts, and sports to entertainment. Roshan was the first mobile operator in Afghanistan to develop a service targeted towards youth, with the original Yaraan product which was launched in 2008. 

“The new Yaraan by Roshan is not just a SIM card, but a lifestyle platform for Afghan youths to express themselves and pursue their dreams,” said Chief Operating Officer, Altaf Ladak. “Prior to reintroducing Yaraan, we spoke to young people across the country, and realized that they want more than just ringtones and wallpapers. They needed a platform that speaks their language. That is why we have revamped Yaraan – to engage the youth based on their values and passions, and through products and services that suit their needs and lifestyle.” 

To meet the ever changing needs of today’s youth, Yaraan offers a wide range of call and SMS plans, including customized data and social media packages. For example, youths can choose between hourly, daily, weekly or monthly data plans to surf the internet and utilize social media at lower rates. To help them make the right plan choice, Yaraan is launching a mobile application that will also contain the latest customer benefits, and information on upcoming initiatives. 

Later this year, Yaraan will also be offering scholarship and internship opportunities to top students selected from universities, enabling young Afghan students to further their education and better be prepared to enter the job market. 

“We appreciate that Roshan was the first company in Afghanistan to target the youth through the original launch of Yaraan, and we are pleased to see that this new initiative will include even more opportunities for young Afghans,” said Her Excellency Dr. Farida Momand, Minister of Higher Education of the Islamic Republic of Afghanistan. “We hope this inspires other companies in the private sector to contribute more to the development of our young people.” 

Leading up to the launch of Yaraan, the youth were engaged in a teaser campaign via posters and digital banners. The campaign was driven by a powerful collection of visuals connected to the passions of young Afghans, including sports and music. The campaign was designed to speak to youths in their own language, and ask them to make a choice over the direction of their own lifestyle. 

Yaraan will be available from August 11, at all Roshan stores, kiosks and authorized retailers. To learn more about Yaraan, please visit www.yaraan.af, or follow us on Facebook www.Facebook.com/YaraanbyRoshan, or Twitter @yaraanRoshan. 

About Yaraan

Yaraan by Roshan is a lifestyle platform developed exclusively for the youth of Afghanistan, enabling them to express themselves and pursue their dreams, ultimately furthering their development of Afghan society. 

Yaraan features products and services that connect young Afghans to the values they care most about – from education to career development, music to the arts, and sports to entertainment. 

For more information, please visit www.yaraan.af or follow us on Facebook www.Facebook.com/YaraanbyRoshan or Twitter @yaraanRoshan. 

About Roshan 

Roshan (Telecom Development Company Afghanistan Ltd) is Afghanistan's leading total communications provider with over 6.5 million active subscribers and a network that covers over 287 districts and cities in all of the country's 34 provinces. 

Roshan is a true Afghanistan success story, serving as a catalyst for economic growth and actively contributing to the country’s long-term development. Since its inception in 2003, Roshan has invested approximately $600 million in Afghanistan and is the country’s single largest private investor and taxpayer, contributing approximately five percent of the Afghan government's overall domestic revenue. Roshan directly employs more than 1,100 people, 20 percent of whom are women, and provides indirect employment to more than 35,000 people. Roshan is deeply committed to Afghanistan’s reconstruction and development. 

The Aga Khan Fund for Economic Development (AKFED), part of the Aga Khan Development Network (AKDN), is a major shareholder of Roshan and promotes private initiatives and building economically sound enterprises in the developing world. Also owned in part by Monaco Telecom International (MTI) and TeliaSonera, Roshan brings international expertise to the country and is committed to the highest standards of network quality and coverage for the people of Afghanistan. 

To learn more about Roshan visit www.roshan.af or http://www.facebook.com/RoshanConnects. You can also follow us on Twitter @roshanconnects.