MTN Nigeria has rolled out a nationwide campaign to mark Nigeria’s Independence Day, offering millions of customers discounts on internet devices and a wave of consumer rewards.
The initiative, tagged Y’ello Independence Week, runs from October 1 to 5 and is aimed at expanding access to high-speed internet while celebrating national pride.
As part of the campaign, MTN is offering 10 per cent off 4G routers and 5 per cent off 5G routers. The company said the discounts are designed to make advanced connectivity more affordable, especially in areas where internet penetration remains uneven.
While 5G routers cater to urban users seeking faster speeds and improved reliability, the 4G routers offer a stable broadband solution for households and businesses in smaller cities.
Industry analysts estimate that the discount programme alone could represent a foregone revenue value running into millions of naira over the five-day period. MTN’s decision to absorb this cost reflects its broader strategy to drive digital inclusion and reinforce its role as a key enabler of Nigeria’s digital economy.
Beyond connectivity, MTN is investing heavily in consumer giveaways. Customers who gift data to loved ones during the campaign will receive free data rewards. Other prizes include smartphones and ₦20,000 shopping vouchers.
These rewards will be distributed across six Family Fun Fair cities and seven cinema takeover locations, alongside the national Mega Billion Promo.
The scale of the campaign underscores MTN’s commitment to embedding itself in everyday Nigerian life. By aligning its commercial interests with symbolic celebrations, the company is positioning itself not just as a telecommunications provider, but as a lifestyle partner.
Industry observers note that this blend of business strategy and cultural engagement is increasingly defining how major corporations operate in Nigeria’s evolving market landscape.
