BAKU, Azerbaijan, May 13 /PRNewswire/ --     On 13 May 2009, Bakcell unveils a pioneering rebrand to firmly place the
cellular telecommunications provider at the front of the emerging Azerbaijani
mobile market.

The new brand is corner stoned on Azeri national pride, value for the
customer and a progressive attitude - all contributing to a powerful platform
for future brand innovations.

The nationwide rebranding exercise is supported by a multimillion dollar
marketing and advertising campaign, including new website, television, radio,
press, email and SMS advertising. The new brand positioning, reflected across
all marketing collateral, is also revealed to customers through an extensive
programme of store refurbishment in more than 200 stores and dedicated
service centres.

The rebrand follows a series of strategic steps, including extensive
investment in the network, the development of new technologies, customer
services, and the expansion of its GSM offering through an agreement with a
Nokia Siemens Network supplier, involving the purchase of equipment worth
millions of US dollars. All serve to strengthen Bakcell's offering and expand
its market share.

Ineke Botter, Chief Executive Officer, emphasises that: "Bakcell must be
the brand that our customers see as offering the best value, for themselves
and their families. We will achieve this through constant innovation,
offering the best customer care and support, and by being the easiest to deal
with, every time."

She added: "For Bakcell to become the industry leader, we have focused on
constant progression, while retaining the traditional values of family,
community and country."

Bakcell worked with leading global brand agency, Gyro International, to
identify the core brand proposition, creative positioning, store concepts and
brand implementation.

Bakcell, which was established in March 1994, takes its position as one
of the largest investors in the Azerbaijan market, implementing large scale
investment in the local economy. For further information, please visit
http://www.bakcell.com

Notes to Editors:

Bakcell is the first company to provide the cellular communication
service in Azerbaijan. Having started as one of the first large investors in
Azerbaijan, Bakcell continues to invest to improve communication services in
the country. In 2008 revenue was over 210 million US dollars, giving a year
on year growth of over 50%. Bakcell is committed to provide its customers
superior quality communication services throughout the country. Bakcell now
covers more than 88% of population and 80% of the land area of Azerbaijan.

Images:

    1. Chief Executive Officer - Ineke Botter

    2. New Bakcell logo

    To arrange an interview with Bakcell CEO, Ineke Botter or for further
    information, please contact PR representative:

    Jo Ferrier
    Telephone +44-7894-937-516
    Email jo.ferrier@gyrohsr.com

    or

    Helen Carroll
    Telephone +44-7738-321-597
    Email helen.carroll@gyrohsr.com