After days of online conversations and speculation, MTN Nigeria has officially unveiled its much-anticipated Festive campaign, YelloTide, a nationwide celebration aimed at spreading joy, kindness, and connection across the country.
The campaign officially kicks off this week, following a three-day teaser that had Nigerians across social media guessing what MTN had up its sleeve. Now, the wait is over.
According to the brand, the initiative will unfold in three major phases designed to light up the festive season with colour, community engagements, and giving spirit.
Activities begin with Y’ello Santa, a three-day activation held from Thursday, November 13 to Saturday, November 15, 2025, in six key cities: Lagos, Port Harcourt, Abuja, Enugu, Kano, and Ibadan. Each stop will feature surprise appearances, and special giveaways, turning everyday spaces into pockets of celebration.
Onyinye Ikenna-Emeka, Chief Marketing Officer, MTN Nigeria, said: “This season, we want to bring the smiles back. 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.”
The campaign will run through the festive period into early 2026, combining physical activations, digital engagement via the MTN portal – yellotide.mtn.ng, and heartfelt community moments.
With millions of Nigerians already interacting online and city-wide celebrations set to begin, MTN’s festive campaign is shaping up to be one of the most unifying and memorable projects of the season.
