The Pakistani Warid Telecom has recently launched a marketing push based on a new youth brand. The new brand is dubbed, Glow and recognizes the variety of tastes and preferences of the youth.

Warid Telecom is the forth largest operator in Pakistan with over 17.4 million customers.

The company has set up a separate web and WAP portal with the name of Libab, meaning best of the best in Arabic. The site has been created to provide free downloads to users.

"We have sought to leverage our strengths across our companies to provide our customers with the latest in what our Group has to offer, and to remind the youth of Pakistan that they have a choice and the freedom to communicate on their terms. Through the efforts of our teams, we have launched an innovative product through creative advertising to attract the youth segment of Pakistan," said Ali Tahir, group CCO of Warid Telecom International and Project Leader of Glow.