Telecel Ghana has launched its 2026 national consumer campaign, the Telecel M'ahitti Promo, which will see three customers become millionaires over the next four months. This initiative represents a significant increase in customer rewards, moving from a single grand prize winner to three, with one GHS 1 million prize awarded each month.
The promotion, organised in partnership with digital company Kunim Global, will reward 12,000 daily draw winners with GHS 100 each. Additionally, 48 weekly draw winners will receive GHS 20,000 each. These substantial prizes position the M'ahitti Promo as one of the largest consumer reward campaigns ever seen in Ghana's telecommunications sector.
This campaign fits into a broader trend of telecommunication companies in Ghana using promotions to drive customer engagement and digital adoption. With increasing competition in the telecom space, companies are focusing on innovative ways to retain and attract subscribers. Such large-scale promotions can significantly influence customer loyalty and market share, especially by encouraging the use of digital financial services.
Aneth Muga, Telecel's Director of Consumer Business, stated that this year’s promo aims to encourage greater use of its digital ecosystem and ensure broader national participation. She emphasised, "Our customers choose Telecel every day, and this promotion is our way of rewarding that loyalty in a meaningful way." Ms. Muga highlighted the campaign's focus on digital engagement, noting, "We are rewarding customers across every region of the country, especially those who use our Telecel Cash and Telecel Play App for transactions."
Participation in the M'ahitti Promo is free and open to all Telecel customers. Customers can opt in by dialling *500#, sending WIN to 500, or activating the promotion through the Telecel Play App. Every GHS 10 or more recharge, bundle purchase, or cash deposit earns entries into the daily, weekly, and monthly draws. Customers receive additional entries for using Telecel Cash and the Telecel Play App, with digital transactions attracting double entries.
The National Lottery Authority (NLA) will supervise every draw to ensure transparency and compliance. Christiana Antwi, Marketing and Caritas Officer at the NLA, confirmed the Authority's role. She stated, "The NLA is proud to provide regulatory oversight during the course of the promo to ensure transparency and integrity of all the draws and winners." Ms. Antwi added that Telecel has complied with all regulatory requirements for the commencement of the promo.
The implications of this promotion could be significant for Telecel Ghana's market position and digital service adoption. By incentivising the use of Telecel Cash and the Telecel Play App, the company aims to deepen its digital footprint and enhance its mobile money ecosystem. Competitors will likely observe the success of this campaign closely, potentially leading to similar large-scale reward programs across the industry. Customers should remain vigilant against fraud, as Telecel has advised that participation is free and winners will never be asked for payments or PINs.