Safaricom has officially kicked off its “Shangwe @25” promotion in Mtwapa, launching a nationwide campaign to celebrate 25 years of transforming lives and connecting Kenyans.
The Coast Region launch, themed “Shangwe Mtaani”, was one of several vibrant activations held simultaneously across the country — from Nairobi to Kisumu and Mount Kenya — marking a major milestone in Safaricom’s silver jubilee celebrations.
Festivities began with a colourful roadshow that snaked from Kisimani in Mombasa to Mtwapa, drawing hundreds of excited residents along the route. The convoy made lively stopovers in Bombolulu, Kwa Bulo, Bamburi Mwisho, Utange, and Shanzu, where Safaricom brand ambassadors kept crowds entertained with games, giveaways, and music.
Through Shangwe @25, Safaricom aims to give back to its customers and communities by rewarding millions of shillings in cash and prizes. Twenty-five lucky customers will each walk away with Sh1 million, while Safaricom will donate an extra Sh250,000 per winner to support community projects of their choice.
“This is our way of saying thank you to Kenyans for 25 years of trust and partnership,” said James Maitai, Safaricom’s Group Chief Technology and Information Officer. “Every win is designed to make a difference, not just for the winners but for their communities too.”
The promotion also targets small and medium enterprises, with 25 micro-businesses set to receive Bajaj tricycles to enhance mobility, and 15 larger businesses winning Sh500,000 each for community initiatives. Weekly winners will bag stock worth Sh250,000, while instant prizes include airtime, data bundles, 5G routers, and M-PESA cash rewards ranging from Sh100 to Sh10,000.
Maitai described Mtwapa as “the pulse of the Coast”, saying its vibrancy and entrepreneurial energy made it the perfect place to launch the regional celebrations.
“Mtwapa embodies the spirit of our customers — energetic, resilient, and innovative,” he noted. “We’re here to celebrate them and reaffirm our commitment to serving every Kenyan, everywhere.”
At the national level, Safaricom CEO Peter Ndegwa led the official launch in Nairobi, highlighting the company’s impact on Kenya’s digital and financial growth over the last quarter-century.
“For 25 years, Safaricom has been at the heart of Kenya’s progress — connecting people to opportunities, information, and each other. Shangwe @25 is a celebration of the millions of customers, partners, and communities who have made our journey possible,” said Ndegwa.
The campaign, which runs through the festive season, is expected to reward over five million customers. Safaricom has also unveiled a fun “Green Box” experience, offering surprise gifts — from digital devices to festive treats, including chicken, goats, and sheep.
Participation is open to all Safaricom users through M-PESA transactions, Bonga Points redemption, product purchases, or Home Fibre subscriptions. Merchants, PostPay users, and M-PESA agents are also eligible through qualifying transactions.
