After days of speculation, MTN Nigeria has unveiled its much-anticipated festive campaign, YelloTide.

The nationwide promo is aimed at spreading joy, kindness and connection across the country, the telco said.

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.

According to the brand, the initiative would 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 running from yesterday to Saturday 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.

Chief Marketing Officer, MTN Nigeria, Onyinye Ikenna-Emeka, 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.”

“rom city centres to small communities, we are 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.