by Chidera Nwogu
Unencumbered by inertia and existing ways of working, Africa is leapfrogging ahead of the world, leveraging the latest technologies to great effect. This is our second article on the brand dynamism of Africa. The last one highlighted hyper personal marketing coupled with culturally resonant storytelling in Kenya. This article explores the successes of MTN, the largest telecoms group in Africa, as it sought to rebrand itself post Covid.
Telecoms in Africa is much more than communication. In a continent with nomadic populations, shanty towns, volatile economies and recent memories of hyperinflation, traditional banking with its “Know Your Customer” requirements is not an option. Mobile phones have become the modern banking system Africa lacked, with the telecoms company playing the role of banker.
Money brands offered by TelCo’s include:
- MTN MoMo – Mobile money by MTN, with 72M users today
- M-Pesa by Safaricom/ Vodafone, the original mobile money
- Airtel Money
- Orange Money
- T-Kash – TelKom Kenya
The TelCo’s and the banks make money from transaction fees.
MTN’s Brand Purpose
Here is MTN’s brand purpose – to enable the benefits of a modern connected life for everyone.
With over 290 million subscribers, it is the biggest telecoms company in Africa, based in South Africa. By comparison, the number two company based out of London is Airtel Africa at 150 million subscribers and number three is Orange. The largest market for MTN is Nigeria with 80m subscribers or 93% of the population.
However, these achievements have not occurred without their share of challenges. In 2021, subscription was falling together with revenue per user. Something had to be done.
The drop in subscriptions was driven by a dispute in April of that year when MTN Nigeria reduced the commissions banks earned on airtime sales. In response, several Nigerian banks temporarily blocked MTN’s 77 million subscribers from buying airtime or data through their apps for two days.
For years, MTN had been seeking approval to offer not only airtime sales but mobile money services as well, but the Central Bank of Nigeria had kept the service on hold. The 2021 standoff highlighted the need for MTN to have its own system to serve customers directly. In 2022, the Mobile Money Payment Service was approved and launched which created the perfect moment for MTN to rebrand together with these expanded services.
The rebrand enabled MTN Nigeria to go beyond providing telecom services, expanding into a broader spectrum of technology-driven solutions. MTN repositioned itself across three key pillars:
1) Inclusive and Relatable
2) Youth-Centric
3) Innovative and Digital-First.
MTN demonstrated that true connection goes beyond infrastructure, it requires people to feel a sense of belonging, with inclusivity at the core. MTN chose to collaborate with social media influencers in a strategic and impactful move. The partnerships not only amplified the brand’s message but also reinforced its purpose by fostering broader representation, deeper engagement, and greater relatability.
1) Inclusive and Relatable
MTN’s rebrand began with a human story — one of connection and belonging in a country defined by diversity. Nigeria’s 256 tribes and 400 languages make it one of the most culturally complex nations in the world. MTN recognized that true inclusion could not come from one-size-fits-all marketing; it had to reflect this social fabric. The brand shifted from earlier
campaigns built on glamour and celebrity — featuring Yoruba stars such as Hafiz Oyetoro (Saka), Davido, and Wizkid — to an authentically inclusive approach grounded in local voices and lived experience.
MTN’s influencer strategy became a cultural mosaic. It brought together creators from across Nigeria’s major ethnic groups — jay_onair (Igbo, South-East), h_a_u_w_a (Hausa-Fulani, North), eric_guaga (Igbo, South-East), tobeszn (Delta, South-South), salemkinging (Yoruba, South-West), heynikeh (Yoruba, South-West), and aprokodoctor (Igbo, South-East). Each spoke in their natural voice, often using local slang, humor, and storytelling that mirrored their audiences’ realities. From Lagos street banter to northern market scenes, MTN’s campaigns started to sound and feel like Nigeria itself — multilingual, vibrant, and real.
The company also lived this inclusivity beyond marketing. During Customer Engagement Day (CED), MTN’s CEO, Karl Toriola, interacted with customers from across the country both in-person and via livestream. He greeted the audience in Yoruba (“E kaaro”), Hausa (“Sannu”), and Igbo (“Ndewo”), a symbolic gesture of unity that resonated nationally. Questions were asked in English, Pidgin, and local dialects — a rare corporate moment that mirrored Nigeria’s social diversity. Unlike competitors such as Globacom, which often rely on a single linguistic or cultural lens, MTN positioned itself as every Nigerian’s network, capable of listening across divides.
2) Youth Centric – energy and empowerment
Nigeria’s youth are not just a demographic; they are the nation’s creative and digital heartbeat. With over 70% of Nigerians under the age of 30, and more than 40 million spending an average of six hours daily on social media, MTN recognized that the country’s future — and its brand’s success — rests on the shoulders of this young, ambitious generation.
MTN repositioned itself not merely as a telecom provider, but as an enabler of youth potential. On Instagram, TikTok, and Facebook, the brand amplifies youth voices and champions emerging talent. Partnerships with figures such as Tunde Onakoya — Guinness World Record holder for the longest chess marathon — embody MTN’s faith in youth excellence beyond entertainment. Similarly, initiatives like the Next Afrobeats Star competition empower unsigned artists to find national recognition, while collaborations with musicians like Puffy Tee energise MTN’s presence in Nigeria’s booming creative economy.
Every campaign, from dance challenges to mentorship programs, reflects an understanding of youth identity as diverse, restless, and visionary. MTN doesn’t just advertise to young Nigerians; it grows with them — giving them the tools, data, and digital space to shape their own stories.
3) Innovative and Digital-First
MTN’s rebrand crystallized around a clear technological mission: to “lead the delivery of a bold new digital world.” This focus represents more than marketing—it signals a structural transformation, evolving MTN from a traditional telecommunications provider into a full-fledged digital ecosystem enabler. Central to this innovation narrative are progress, access, and the creation of a connected future for Nigeria. In practice, MTN embedded digital technology into every layer of its business. Social media influencers were selected not just for reach, but for their ability to drive meaningful digital engagement, hosting live Q&As, tech reviews, and data tutorials that positioned MTN as a bridge between people and technology. This digital-first strategy blurred the lines between brand and user, turning everyday interactions into shared moments of innovation and reinforcing MTN’s role as a catalyst for Nigeria’s digital transformation.
Beyond marketing, MTN backs this vision with tangible initiatives such as its startup accelerator program, MTN Cloud Accelerator Program, where if selected, each startup receives ₦5 million (approximately $3,300) in grant funding, as well as mentorship, technical support, and access to MTN platforms, designed to fuel innovation, support entrepreneurs, and nurture Nigeria’s next generation of leaders. By combining digital engagement with real-world impact, MTN demonstrates that its commitment to Nigeria’s digital future is not just aspirational, but actively shaping opportunities for growth and advancement.
Financial Momentum and Digital Expansion
MTN Nigeria’s rebrand was matched by strong operational and financial performance in 2024. The company saw data usage per customer surge by over 31% year-on-year, underscoring how its youthful, digital-first strategy translated into real behavioural change. This increased engagement directly supported a 36.1% topline revenue increase, highlighting the commercial impact of aligning brand purpose with evolving consumer
needs. Equally important was MTN’s investment in next-generation infrastructure in 2022: 5G coverage expanded by 1.44 percentage points to reach 12.77% of the population, positioning the company as a market leader in digital access and innovation. By coupling customer-centric campaigns with tangible network improvements, MTN demonstrated that a rebrand can go beyond image to materially reshape financial and technological performance.
MTN Nigeria’s powerful transformation
MTN Nigeria’s transformation stands as a powerful testament that bold rebranding, when paired with precise strategic execution, can redefine both market position and cultural impact. By championing inclusion, empowering youth, and leading with digital-first innovations, MTN has transcended the role of a traditional telecom provider to become a pivotal driver of Nigeria’s digital economy. Its tangible successes, in revenue growth, data adoption, and expanded next-generation coverage, demonstrate the synergy between a compelling brand identity and robust business strategy. While competitors have leaned on legacy and prestige, MTN has chosen progress, embedding itself deeply into the everyday lives and ambitions of its customers. In choosing to innovate fearlessly and
connect meaningfully, MTN has not only transformed its brand, it has set a new benchmark for what it means to lead and win.