The Salam rebrand is redefining how young Saudis connect, create, and communicate online. In this Q&A, Chief Commercial Officer Amr El Dessouky explains how the rebrand is shaping digital culture across the Kingdom.
What inspired the Salam rebrand?
Walk into any café in Riyadh, Jeddah, or Khobar, and the energy of Saudi Arabia’s digital generation is unmistakable: screens glowing with content creation, gamers streaming on the go, and conversations flowing through emojis, reels, and voice notes.
“This isn’t just a refresh of our services,” says El Dessouky. “It’s a shift in mindset. Every individual lives differently and deserves technology that adapts to them.” With 71% of Saudi residents under 35 and average mobile usage at 48GB per month, the Salam rebrand reflects the way young Saudis communicate, create, and navigate life online.
How did Gen Z and Millennials shape the Salam rebrand?
Gen Z and Millennials were central to the rebrand. Almost 63% of the Kingdom’s population is under 30, and their digital habits strongly influence culture. They stream content constantly—72% do so regularly—and over half spend more than seven hours a day online.
In response, Salam developed flexible products like Solo and Super Flex, which allow users to customize their digital lives instead of being limited to rigid plans. The brand’s colours, movement, and tone were also designed to mirror the creativity and confidence of this generation.
Which products are defining the Salam rebrand experience?
A rebrand succeeds only when the experience delivers. Salam is proving this with:
- Solo: Unlimited social usage from SAR 99, perfect for creators and social natives.
- Super Flex: Flexible short- and long-term plans without losing value.
- FTTR Home Services: Supporting families building smart homes.
- Gamers Pack: Designed for the Kingdom’s growing gaming market.
Recognition from Ookla as the fastest internet provider and the best for gaming in Saudi Arabia underlines the impact of the Salam rebrand.
How does the Salam rebrand integrate into everyday digital life?
Salam’s digital touchpoints bring convenience to users’ fingertips. Through the Salam app and website, customers can browse plans, explore add-ons, and customize services with just a few taps. Upgrades, mobile plans, or gaming bundles are delivered directly to the door, combining speed, convenience, and personalization.
What freedom and personalization does the Salam rebrand offer?
The Salam rebrand is about freedom and adaptability. With 52% of users online for more than seven hours daily and casual gaming growing over 4% annually, digital life in Saudi Arabia is far from one-size-fits-all. Salam’s offerings cater to streamers, gamers, travellers, social natives, and multi-device households, allowing each user to craft their digital experience.
How does the “Fly With Salam” campaign support the rebrand?
The “Fly With Salam” campaign celebrates the spirit of the rebrand. “It’s youthful, exciting, travel-driven, and rewards our community,” says El Dessouky. Users have the chance to win travel experiences, resonating with a generation that loves to explore—especially considering 54% of Gen Z traveled domestically in the past six months. Running until January 25, the campaign has quickly become one of the season’s most talked-about activations.
Why is the Salam rebrand important for Saudi Arabia’s digital culture?
Saudi Arabia’s digital evolution is redefining culture itself. Connection is self-expression, content is identity, and online spaces are where creativity, careers, and friendships thrive. With a unified identity, upgraded products, and a growing network footprint, the Salam rebrand positions the company as a companion for a generation that defines life through mobility, creativity, and constant connection.
To explore Salam’s offerings and experience the rebrand, visit Salam Telecom.
