Safaricom splashes millions, critics decry gimmick
Safaricom launched a nationwide campaign called Shangwe @25 to celebrate its 25th anniversary by rewarding customers and supporting communities throughout Kenya. The telecommunications company will create 25 new millionaires who each receive 1 million Kenyan shillings plus an extra 250,000 shillings to fund a community project they select.
The promotion extends to businesses as well. Twenty-five small and micro enterprises will gain Bajaj tricycles for transportation while 15 larger companies get 500,000 shillings each for local initiatives. Weekly prizes include stock valued at 250,000 shillings for five small businesses. Additional rewards span airtime credits, data packages, 5G routers, phones and instant M-Pesa payments from 100 to 10,000 shillings. Safaricom will offer Green Box surprises during the holiday period that contain items ranging from electronics to livestock like chickens and goats.
Peter Ndegwa, who leads Safaricom Group, said the company has spent a quarter century linking Kenyans to each other and to opportunities. Customers qualify by conducting M-Pesa transactions, buying Safaricom services or using loyalty points. Merchants enter through business solution purchases while agents need to process deposits or withdrawals exceeding 1,000 shillings.
