Telco giant Safaricom has unveiled a eight-week campaign, dubbed the "Shine Kenya Shinda Mamili Kama Bingwa Promotion," seeking to reward 2.5 million customers with various prizes and support community projects across Kenya. Up to 30 customers will each win Kes1 million every week, with a grand prize receiving Kes5 million.

Additionally, the weekly millionaires will get an extra Kes250,000 each, and the grand prize winner will receive additional Kes1 million courtesy of the Safaricom Foundation to support community initiatives of their preference.

To participate, customers need to transact on M-PESA or purchase the Shine Kenya Bundles. Each Kes200 transacted on M-PESA or any Shine Kenya Bundle purchase of Kes20 and above will earn customers an entry into the weekly draw.

Qualifying M-PESA transactions include sending money (P2P), Lipa-na-M-PESA or any transaction made through the M-PESA App or My Safaricom App, or by dialing *444#, *544#, or *334#.

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Voice and messaging revenue

Safaricom's latest financial disclosures revealed a decline in voice revenue by 1.7 percent year-on-year to Kes79.5 billion, which the firm attributed to the global downward trend in voice services. The rate per minute dropped by 12.7 percent year-on-year to Kes1.25, despite a 15.9 percent increase in minutes of use per subscriber, which reached 189.41 minutes.

In contrast, mobile data demonstrated robust growth, increasing by 18 percent YoY to Kes63.2 billion even as the average revenue per user grew marginally by 1.5 percent YoY to Kes242.71, and the average rate per megabyte (MB) declined by 4.6 percent to 6.40 cents. During the year, Safaricom's messaging revenue grew by 8 percent year-on-year to Kes12.3 billion.

Peter Ndegwa, the CEO, Safaricom said the latest campaign aims to "celebrate and reward" customers for their resilience and support during challenging times. "The Shine Kenya Shinda Mamili Kama Bingwa promotion seeks to celebrate and reward our customers for their resilience, continued support, and determination during these challenging times. We are committed to providing affordable solutions and empowering communities, ensuring that true success is shared success," Ndegwa said.

Fawzia Ali-Kimanthi, Chief Officer of the Consumer Business Unit at Safaricom PLC, noted, "This campaign reflects our commitment to making a positive impact on the lives of our customers and the community. Whether it's building classrooms, providing clean water, or supporting healthcare initiatives, we continuously invest in programs that enable Kenyans to fulfill their dreams and those of their communities."

This drive will be rolled out with regional launches, including Nairobi, Greater Western Region, Coast/Eastern Region, Rift Region, and Mt. Kenya/North-Eastern Region, ensuring broad participation and engagement. Each region will see one millionaire winner every week for five weeks, spreading excitement and rewards across Kenya.

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