MTN, one of Nigeria’s leading telecommunication service providers, says it will continue to sustain strategic investment in Nigerian youths through the campus engagement programme it initiated, as a way of strengthening its relationship with the youth demographic in the country.

Femi Adesina, MTN Nigeria’s Youth Segment Manager, made this disclosure while flagging off a three-day activation component of the programme held at Bayero University, Kano (BUK), in the commercial city of Kano.

He said that the three-day activation initiative was designed to promote small-scale entrepreneurship, provide entertainment, and create digital inclusion opportunities across tertiary institutions, noting that the programme was initiated as part of the ongoing strategic investment in the youth population.

According to him, the initiative reflects the company’s belief in its creativity, innovation, and potential for national development, noting that as an organisation, it strongly believes in the Nigerian youth.

Adesina explained that the company tailored propositions for young Nigerians featuring affordable voice and data plans, adding that the package offers discounted bundles, including data as low as ₦300 for 1GB, and special night plans ranging from ₦75 to ₦700 to support students who carry out academic research or creative work at night.

He said the company recognised that most young people operate within tertiary institutions, prompting the company to take its engagement directly to university campuses, polytechnics, and colleges of education. The goal, he noted, is to empower students who run small businesses by giving them a platform to showcase their products during MTN activations.

“In Kano, we are giving ten students the opportunity to showcase their small-scale businesses — from food and snacks to fashion and digital services. We want to move from being a brand that talks to being a brand that does,” he added.

The three-day event also includes a blend of entertainment and relaxation activities aimed at helping students manage academic stress. The products include the provision of an on-campus cinema experience, complete with popcorn and drinks, as well as a live music concert featuring celebrity artistes.

“We understand that education comes with pressure, so we want students to balance academics with social life. This engagement allows them to unwind while still connecting with our brand,” Adesina said.

To further encourage participation, MTN is offering a range of rewards and prizes, including laptops, tablets, home appliances, and a brand-new car worth ₦35 million as the grand prize. Adesina noted that these incentives reflect the company’s long-term commitment to improving youth welfare and digital inclusion in Nigeria.

“This is part of our test of commitment to Nigerian youths. We see them, believe in them, trust them, and want to be part of their growth journey,” he stated.

The company’s youth activation also involves collaborations with key partners, including TECNO, LG, and MoMo, its fintech subsidiary.

TECNO is offering discounted device-financing plans that allow students to pay for gadgets over six months to a year. LG is donating electronic items such as televisions, air conditioners, and microwaves to lucky winners, while MoMo is providing mobile financial solutions and special offers for student users.

“These partnerships are designed to make life easier for students and to provide long-term value beyond this event,” he further explained.

According to him, the company’s youth engagement initiative began in 2019 but was temporarily suspended due to the COVID-19 pandemic. It resumed in 2022 and has since been held across various universities in Nigeria’s six geopolitical zones, including the University of Benin, Federal University of Technology, Owerri (FUTO), and the Federal University of Agriculture, Abeokuta (FUNAAB).

Although he declined to disclose the total investment figure, Adesina said MTN has committed substantial resources to the programme, emphasising that “no amount is too much to build a well-rounded Nigerian youth.”

He highlighted that the company’s youth empowerment portfolio also includes scholarships for women, science and technology students, and persons with disabilities.

“We engage with school managements — the Vice-Chancellor, Registrar, student unions — because we see them as stakeholders in our vision of inclusion and digital growth,” he noted.

The company’s ongoing investment in campus engagement aligns with its broader ambition of digital inclusion and social empowerment, ensuring that Nigerian youths are equipped not only with connectivity but also with the tools and opportunities to thrive.

“We want young Nigerians to remember MTN as a brand that is doing, not just talking — a brand that will continue to support them with better networks, opportunities, and experiences,” Adesina said.