MTN Nigeria has launched its end-of-year festive campaign called YelloTide, a new nationwide initiative designed to promote joy, kindness and community bonding as the year gradually winds down. The telecoms operator announced the campaign on Tuesday, saying the programme would run throughout the festive season and extend into early 2026.
The unveiling came shortly after a three-day teaser that generated excitement and speculation on social media, where many users tried to interpret the clues MTN had posted. The company said the full campaign will involve a mix of physical events, digital engagement and community-driven activities targeted at renewing togetherness among Nigerians during a difficult year marked by economic pressure and emotional stress for many families.
According to MTN, YelloTide will be executed in three major phases, with the first phase titled Y’ello Santa. This activation will run from Thursday, 13 November, to Saturday, 15 November 2025, across six major cities—Lagos, Port Harcourt, Abuja, Enugu, Kano and Ibadan. During the three-day event, residents in the selected cities will witness surprise appearances, community interactions, festive displays and different forms of giveaways. MTN said the goal is to transform everyday public locations into cheerful celebration points where people can relax, reconnect and enjoy the season.
Each activation zone will host activities designed to encourage human interaction, including pop-up performances, games, photo sessions and small surprises intended to lift people’s spirits as the holiday season approaches. MTN noted that the idea behind the Y’ello Santa phase is to take the festive experience directly to Nigerians instead of expecting people to gather at one central location.
Chief Marketing Officer of MTN Nigeria, Onyinye Ikenna-Emeka, said the company designed the campaign to remind Nigerians of the importance of unity and shared happiness at a time when many have experienced challenges. She stated that MTN wants to use the season to help people reconnect with the feeling of celebration after a year of uncertainty.
“This season, we want to bring the smiles back,” she said. “We want people to remember what it feels like to come together, celebrate each other and share happiness. From city centres to small communities, we’re taking the celebration to where Nigerians are.”
Beyond the physical events, MTN also announced that YelloTide will include a strong digital component, allowing millions of subscribers across the country to participate online. The company has created a dedicated portal—yellotide.mtn.ng—where customers can interact with different features of the campaign, join virtual games, access special offers and engage in activities designed to spread festive cheer.
Through the portal, users will be able to send virtual greetings, participate in reward-based challenges, and view highlights of the ongoing physical activations across Nigeria. MTN said the digital platform ensures that customers in locations not covered by the physical events can still be part of the festive initiative.
The telecom operator added that subsequent phases of the YelloTide campaign will be unveiled during the coming weeks, with each phase focusing on community support, digital inclusion, and activities that highlight the value of kindness during the festive period.
MTN Nigeria has a long history of running seasonal campaigns aimed at customer engagement, but this year’s edition appears to place stronger emphasis on emotional connection and collective celebration. The company noted that Nigerians have continued to show resilience despite economic challenges, and part of its role as a service provider is to support people in ways that go beyond connectivity.
As the festive season approaches, YelloTide is expected to attract wide participation as MTN customers and community members look forward to moments of excitement, relaxation and shared joy.
