MTN Nigeria has unveiled its festive campaign, ‘YelloTide’, a nationwide initiative aimed at spreading joy, kindness and community spirit as the year draws to a close, the operator said on Tuesday.

The announcement follows a three-day teaser that sparked widespread speculation on social media, with users trying to decode the clues shared by the telecoms operator. The campaign officially kicks off this week and will run through the festive period into early 2026.

According to a statement, YelloTide will unfold in three major phases, combining physical activations, digital engagements and community-focused activities designed to rekindle togetherness among Nigerians after a challenging year.

The first phase, ‘Y’ello Santa’, will feature a three-day activation from Thursday, 13 November, to Saturday, 15 November 2025, in six cities: Lagos, Port Harcourt, Abuja, Enugu, Kano and Ibadan.

 Each location will host surprise appearances, interactive sessions and giveaways aimed at transforming everyday public spaces into hubs of celebration.

Onyinye Ikenna-Emeka, Chief Marketing Officer of MTN Nigeria, said the initiative reflects the company’s long-standing commitment to fostering connection at a time when many Nigerians need uplifting.

“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,” she said.

The company said the campaign will also feature interactive activities on its dedicated portal, yellotide.mtn.ng, allowing millions of customers to participate virtually.