The activation, held on July 16 and 17, 2026, is part of MTN Uganda’s Free Your Fire campaign, which seeks to empower Ugandans through reliable connectivity, digital solutions and customer-focused services.
The opening day activities included a clean-up exercise at Soroti Main Market, where MTN staff worked alongside traders to improve sanitation and donated cleaning equipment to support continued efforts to maintain a cleaner trading environment.
The company also recognised and rewarded merchants while encouraging the use of MTN MoMo for daily business transactions through merchant payments and customer rewards.
Customers also benefited from the Y’ello Health Camp, organised in partnership with Zuri Health, where members of the public accessed free medical consultations, basic health checks, wellness guidance and health education.
As part of its investment in expanding connectivity, MTN commissioned a new network site in Lale, aimed at improving voice quality, data speeds and overall customer experience in the Teso sub-region.
The network upgrade forms part of MTN’s broader modernisation programme to enhance coverage and digital access across Uganda.
Speaking during the launch, Allan Njagala, MTN Uganda Regional Commercial Head for the Eastern Region, said the Y’ello Storm provides an opportunity for the company to interact directly with customers and demonstrate how its services can support their ambitions.
“It has been encouraging to see the people of Soroti join us as we officially kick off the Y’ello Storm. Free Your Fire is about creating opportunities for people to achieve more through the power of connectivity,” Njagala said.
He added that the engagements allow MTN to listen to customer experiences while showcasing how voice, data and digital services can help people grow businesses, learn and remain connected.
Njagala said MTN would continue investing in its network and digital solutions to improve customer experiences across the country.
“We know that reliable connectivity plays an important role in people's everyday lives, whether they are running businesses, learning, creating content or staying connected with loved ones. That is why we continue investing in our network and digital solutions,” he said.
During the activation, customers are accessing MTN Telco and MoMo Clinics where they can receive support, learn about products and services, explore affordable devices, activate offers and discover digital platforms such as the MyMTN App and MTN MoMo.
The final day of the Y’ello Storm includes activities in Ocholimongin, Katakwi, Komolo, Wera and Akaikai before climaxing at Soroti Sports Grounds.
The event will feature a blood donation drive, vendor mini expo, football matches, cooking competitions, tug of war, sack races, spin-and-win product experiences and performances from regional artists including John Blaq and Ziza Bafana.
Festival-goers will also enjoy a special MTN MoMo offer where they can purchase local dishes Atapa and Ebo at Shs1,000 when they pay using MTN MoMo.
MTN Uganda will also provide school fees support to two winners as part of the celebrations.
The company said the Y’ello Storm campaign reflects its commitment to bringing services closer to customers while creating opportunities for Ugandans to pursue their goals through digital connectivity.