CelcomDigi completes brand unification with launch of new all-in-one app

CelcomDigi has reached a major milestone in its post-merger transformation journey with the launch of the new CelcomDigi app, unifying the best features of its previous Celcom Life and MyDigi apps into a single, seamless digital experience.

Developed in-house, the new app represents the final step in CelcomDigi’s brand unification efforts following the merger of Celcom and Digi in 2022. Over the past three years, the company has been working to integrate its services, products, and retail touchpoints under a single, cohesive identity. With this launch, the telco brings together more than 20 million customers under one connected ecosystem powered by Malaysia’s widest and fastest network.

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According to Albern Murty, acting chief executive officer of CelcomDigi, the app is a reflection of the company’s “customer-obsessed” mindset. “This new app combines the best of both of our existing apps, enhanced with new service features, and layered with AI technology for support and security,” he said. “It delivers an experience that puts everything in the palm of your hand, giving you full control over your digital services and connectivity needs. This is us reimagining how we engage our customers, who are now at the centre of every interaction and transaction.”

Designed based on insights from over 10 million customers and refined through feedback from more than 100,000 beta testers, the app focuses on three key themes: everyday convenience, digital lifestyle, and creating delightful moments. Users can now manage multiple lines under one profile, enjoy instant auto-reloads, access entertainment services such as Disney+ and Viu, and benefit from built-in biometric and one-device protection.

The app also introduces features that reward engagement, such as daily challenges and personalised deals through its “For You” section, powered by AI. Customers can also access CelcomDigi’s AI-powered assistant, AI-RA, for 24/7 support. Beyond convenience, CelcomDigi has also prioritised safety. A dedicated Safety page offers tools to help users identify and report scams, while MobileSHIELD  (now accessible directly within the app) provides affordable protection against malicious apps and privacy threats for as low as RM4 per month.

As part of the launch, CelcomDigi is offering limited-time rewards, including 100GB for RM1, discounted streaming subscriptions, and free roaming and IDD calls for postpaid customers. Both Celcom Life and MyDigi apps will be discontinued by 31 December 2025, with the new CelcomDigi app now available on the Apple App Store and Google Play Store.

Also a part of its brand unification efforts, CelcomDigi has handed over its creative remit to M&C Saatchi Malaysia, GrowthOps Asia and Grey Malaysia, in April this year.

CelcomDigi confirmed the appointments with A+M, and said these agencies will support CelcomDigi’s three critical business areas moving forward. "This collaboration comes at an exciting time, as ongoing transformations in digitalisation and emerging technologies continue to influence our operating model. These changes are also driving the need to build new competencies in areas such as AI and advanced technologies—through our people, processes, and organisational structure," a spokesperson told A+M.

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