Yas Wins Three Awards at Transform Awards MEA 2026

Yas Group is proud to announce that the Yas brand has received three awards at the Transform Awards MEA 2026, held in Dubai on 28 September 2026. Yas was awarded Gold for Best Brand Consolidation, Gold for Best Visual Identity from the Technology, Media and Telecommunications Sector, and Silver for Best Localisation of an International Brand.

The awards recognise the launch of Yas in November 2024, when the Group united its mobile network operators in Madagascar, Comoros, Senegal, Togo and Tanzania under a single brand. Together, the three categories recognise both the creation of one pan-African identity and the way each market introduced it to its own customers.

“These awards recognise the ambition behind Yas, a brand created in Africa, for Africa, and shaped by the people and markets we serve. We set out to build one identity across five markets while giving our local teams the freedom to make it meaningful for their customers. I would like to thank our teams across the Group and in every market, and our partners at Landor, for the care and discipline they brought to this work.”

– Hassan Jaber, Group CEO, Yas

“A brand is what our customers meet when they top up, send money or go online, and behind it are the people who build it. When we brought our operators together under Yas, we asked our teams to create a brand that could stand alongside the continent’s largest telecom names while staying close to every community we serve. Being recognised in three categories, alongside some of the strongest brand work in the Middle East and Africa, shows what they have achieved. This recognition belongs to them, and it confirms that Africa’s talent is here, on its soil, building brands the whole region can see.”

– Hassanein Hiridjee, Chairman, Yas board

Now in their 13th year in the Middle East and Africa, the Transform Awards are organised by Transform magazine and recognise best practice in rebranding and brand development.

Yas, a brand created by Africa for Africa, believes in a shared purpose and emphasises the importance of local innovation in driving the digital transformation of the continent. It positions itself as a trusted ally to its customers and stakeholders, committed to helping them unlock their digital potential together.

The awards add to the independent recognition Yas has built since its launch and follow the Group’s adoption of Yas Group as its corporate identity earlier this month.