Go ahead and live unhinged, but Circles.Life says don’t let your mobile plan do the same

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Circles.Life has unveiled a new brand platform, “Live unhinged,” as it looks to move beyond price-led telco marketing and build deeper relevance in Singapore’s lifestyle and community spaces.

The campaign is anchored on the insight that Singaporeans are increasingly maximising value in everyday life, sometimes in ways that are highly relatable but not always entirely rational. From walking further to save on transport, to juggling side hustles, run clubs and hobby-led communities, “Live unhinged” celebrates a generation that refuses to be defined by a single path and embraces unconventional ways of living, working and connecting.

As part of the campaign, Circles.Life has also introduced Circo, a new brand mascot designed to embody the telco’s bold, innovative and community-driven spirit.

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Circo appears in a campaign short titled “When your habits don’t make sense, your plans should.” In the film, Circo is seen walking down what appears to be Haji Lane to save SG$1.50 on transport, only to step into a café moments later and spend SG$7 on coffee. The narrator calls out the contradiction, poking fun at Circo for a habit that “doesn’t make sense” as the mascot rolls his eyes at the camera.

The spot ends by encouraging consumers to replace questionable everyday decisions with smarter ones, positioning Circles.Life as the sensible choice through its free AI tools, cashback offerings and bill-offsetting features.

Rather than competing solely on price or data bundles, Circles.Life said the campaign reflects its ambition to help consumers maximise value in everyday life through benefits that go beyond connectivity. Its lifestyle ecosystem includes "CirclesAI", which provides access to a suite of premium AI tools; "Circles Zerofy", a cashback programme that lets users offset phone bills by shopping on the app; and the "Zerofy Cashback Card", which offers lifestyle perks such as cashback on local and overseas spends.

“The telco category has long been seen as highly commoditised, where brands compete primarily on price and data bundles,” said John Huang, head of growth, Circles.Life. “To drive meaningful growth, we have to go beyond promotions and rethink how we show up in people’s lives. With our CirclesAI bundle and Zerofy cashback program, we are constantly innovating to support how our customers live and work every day.”

Priya Seevaratnam, head of brand and creative, Circles.Life, added that today’s consumers expect mobile plans to do more than keep them connected.

“With ‘Live unhinged’ and the introduction of Circo, we’re evolving how Circles.Life connects with our audience, by embedding ourselves in the communities they care about and building a brand that feels relevant, human and culturally connected,” she said.

Over the coming months, consumers can expect to see Circo across gaming events, sporting activities including run clubs and Climb Central, as well as collaborations spanning sports, gaming and F&B across Singapore.

New and existing Circles.Life subscribers can access "CirclesAI" and "Zerofy" features directly through the Circles.Life app.

The launch comes amid a broader wave of brand-building efforts by telcos in Singapore, as operators look to deepen engagement beyond transactional offers. From entertainment bundles and rewards programmes to sports, gaming and community-led activations, telcos are increasingly positioning themselves as lifestyle partners rather than pure connectivity providers.

Another example of such is Singtel's “The concert pass”, a pop-up playground designed to turn concert week into a month-long fan experience for locals, creators and tourists. Timed in conjunction with BLACKPINK's concert in November last year, the activation brings together lifestyle, connectivity and culture through content-friendly spaces, photobooths, fan freebies and DIY stations, while positioning Singtel’s Tourist SIM and 5G+ network as enablers of real-time sharing, navigation and uploads during major events.

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