Beeline (brand)

Beeline (brand)

Beeline (Russian: Билайн), early Bee Line GSM (Russian: Би Лайн GSM) is a Russian telecommunications brand by OJSC VimpelCom.

OJSC VimpelCom is a Russia's third-largest wireless and second-largest telecom operator. Its headquarters is located in Moscow. Since 2009, OJSC VimpelCom has been a subsidiary of VimpelCom Ltd. (based in Amsterdam). VimpelCom's main competitors in Russia are Mobile TeleSystems and MegaFon.

The commercial service was launched under the Beeline brand, a brand developed by Mr. Fabela in late 1993 to differentiate the company as a youthful and fun company, rather than a technical company. VimpelCom re-launched “Beeline” with the current characteristic black-and-yellow striped circle in 2005 with a campaign to associate the brand with the principles of brightness, friendliness, effectiveness, simplicity and positive emotions. The rebranding campaign was hugely successful and the principles associated with the brand captured hearts and minds.