MTN Nigeria has launched a new festive campaign called YelloTide, designed to inspire joy, unity and positivity among Nigerians as the year comes to an end. The initiative, which was revealed on Tuesday, follows a teasing three-day build-up that stirred conversations across social media, with many users attempting to interpret the hints shared by the telecom giant. Now officially underway, the campaign will continue throughout the festive season and extend into early 2026.
YelloTide will roll out in three key stages, blending on-ground events, digital participation and acts of community support. The goal is to restore a sense of togetherness after a demanding year and encourage Nigerians to celebrate what truly matters. The first phase, known as Y’ello Santa, kicks off from Thursday, November 13, to Saturday, November 15, 2025. During this period, MTN will bring festive excitement to six major cities: Lagos, Abuja, Port Harcourt, Enugu, Kano and Ibadan.
Each location will offer surprise appearances, engaging brand interactions and creative giveaways. These activities aim to turn everyday public spaces into lively hubs of celebration while giving people memorable shared experiences.
Speaking on the campaign, Onyinye Ikenna-Emeka, Chief Marketing Officer of MTN Nigeria, emphasized that the initiative reinforces the company’s long-standing dedication to connecting Nigerians emotionally and socially. She noted that the season provides the perfect opportunity to bring back the smiles and remind people of the joy of celebrating one another.
Beyond physical events, MTN is also expanding participation through a dedicated online portal, yellotide.mtn.ng, where millions of Nigerians can join virtually, explore fun interactive features and stay updated throughout the campaign.
