The Dialog Axiata Story

Dialog Axiata is Sri Lanka’s favourite telecommunications service provider.


Dialog Axiata Group, a subsidiary of Axiata Group Berhad (Axiata), operates Sri Lanka’s Leading Quad-Play Connectivity Provider. Dialog Axiata PLC is one of Sri Lanka’s largest telecommunications service providers, and the country’s largest mobile network operator with 14.275 million subscribers which amounts to roughly 44% of the Sri Lankan mobile market. A well-known brand, the mobile service provider, has a loyal fanbase of Sri Lankan consumers.


Dialog had a fintech app known as Genie that not only was one of the first movers in the market but had not got the traction in terms of downloads or active usage stats it hoped for. When Dialog Genie newly launched their app, they had an ongoing offer of 50% off on utility bills paid by Genie. To increase mobile app downloads we ran static images on Google and Facebook relating to the offer.


Increase app downloads by 47% and executed one of the best partner campaigns for the brand.

Multi-channel digital strategy to increase downloads as well as active usage for Dialog’s mobile wallet Genie. We worked with them across multiple verticals in talk and broadband, which included establishing their self-care app brand ‘Genie’ through a robust app marketing strategy to help drive further downloads and usage.


Use case
Market penetration

47% increase in downloads

Key product components
App marketing, social media marketing, creative development