MTN Launches “YelloTide” – Aโ Season of Joy, Kindness, and connection for Nigeria
As the year draws to aโ close, MTN Nigeria is embarking on โa nationwide initiative designed to uplift โspirits and foster a sense of community. Dubbed “YelloTide,” the expansive campaign promises aโข festive season brimming with joy, kindness, and opportunities โขfor connection,โ extending well into โฃearly 2026.
The proclamationโ followed a โcaptivating three-day social media teaser campaign that sparked โคwidespread curiosity and speculation. MTN aims to counter the economic pressures and emotionalโค strain felt by many Nigerian families this year by actively renewing togetherness and celebrating the resilience of the Nigerian people.
The campaign will unfold in three distinctโฃ phases, beginning with “And’it Santa,” a vibrant activation scheduled โขfor November 13th-15th, 2025. This initial phase will bring the festive spirit directly toโค residents of six major cities – Lagos, Port Harcourt, โAbuja,โข Enugu,โ Kano, and ibadan. Rather than relying on โa single central location, MTN plansโข to transform everyday public spaces into cheerful hubs of โcelebration.
“And’it Santa” will feature surprise appearances, lively community interactions, dazzling festive displays, and generous giveaways. โActivities will be designed to encourage โคgenuine human connection, including pop-up performances, engaging games, memorable photo opportunities, and โฃsmall, โขuplifting surprises. โ
“This season, we want to bring the smiles back,” stated Onyinye Ikenna-Emeka, Chief Marketing Officer of MTN Nigeria. “We want peopleโฃ to remember โคwhat it feels like to come โtogether, celebrate each other and share happiness. From โcity centres to small communities, we’re taking the celebration to where Nigerians are.”
Recognizing the โimportance of โฃinclusivity, MTN โis extending โthe YelloTide experience beyond physical events with a robustโ digital component. A dedicated online portal, yellotide.mtn.ng, will allow millions of subscribersโค nationwide to participate in the festivities. โ The portal will hostโค virtual games, exclusive offers, and interactive activities designed โto spread cheer, alongside features like virtual greetings and โขreward-based challenges.It will also showcase highlights from the physicalโฃ activations, ensuring that everyone, regardless of location, can join in the โคcelebration.
MTN has a history of seasonal campaigns, but YelloTide represents a shift towards prioritizing emotional connection and collective joy. The company emphasizes its commitment to supporting Nigerians beyond simply providing connectivity, recognizing their unwavering โresilience inโ the face of economic hardship.
Future phases of YelloTide, toโฃ be unveiled in theโ coming weeks, โฃwill focus on bolstering community support, โคpromoting digital โฃinclusion, and โขhighlighting the power โof kindness during the festive period. As the holidayโ season approaches, โMTN’s YelloTide is poised to become a nationwide โbeacon of excitement, relaxation, and shared happiness for communities across Nigeria.
