Telecel Ghana has unveiled award-winning musician Black Sherif as its brand partner for Project X, ending weeks of speculation surrounding the initiative.
The partnership will see the telecommunications company collaborate with the reigning Telecel Ghana Music Awards (TGMA) Artiste of the Year to offer customers exclusive experiences, discounts and rewards through its Telecel Play App.
Under the initiative, customers will receive unique BlackoCodes during Black Sherif’s online engagements, which can be redeemed for exclusive experiences, discounts, free transactions and other rewards.
Speaking at the launch at the Kempinski Gold Coast City Hotel in Accra, the Chief Executive Officer of Telecel Ghana, Ing. Patricia Obo-Nai, described the partnership as a meeting of two compelling stories.
She said Telecel, a brand focused on connecting people and supporting their everyday activities through secure mobile financial services, had found a fitting partner in Black Sherif, whose talent, authenticity and resilience had inspired many young people.
“Black Sherif is more than an award-winning artiste. He represents inspiration and the belief that no dream is too big, and his story is incredible. Together, Telecel and Black Sherif will connect energies, excite and inspire customers,” she said.
The Director of Consumer Business at Telecel Ghana, Aneth Muga, said Project X reflected the company's commitment to creating meaningful experiences for its customers.
“Today marks the culmination of careful listening and bold thinking. At Telecel, we recognise that our customers expect more than products; they expect experiences that are simple, secure and exciting. Project X has been developed with that expectation at its core,” she said.
Black Sherif, who will feature prominently in the company's campaign communications and customer engagements, said he was excited to partner Telecel Ghana on an initiative designed to deliver value to customers and his fans.
“I’m excited to connect energies with Telecel as the face of Project X. This partnership is about creating opportunities and delivering real value to customers, while making everyday transactions safer, easier and more rewarding,” he said.
The launch brought together the Deputy Minister of Communications, Innovations and Digital Transformation; the Executive Director of the Bureau of Ghana Languages, representing the Minister of Tourism and Creative Arts; regulators, board members, industry leaders and music enthusiasts.
Among those present was Dr Ernest Ofori Sarpong of the Special Group of Companies.
Project X forms part of Telecel's efforts to promote digital financial inclusion by encouraging customers to use mobile financial services through the Telecel Play App.
