MTN is both the most loved and the most hated brand in Uganda according to Somdev Sen, in 2024 MTN Uganda’s Chief Marketing Officer (CMO), known to all as “Som.” But what exactly does he mean by "hated"?

“MTN in Uganda is surely the most loved but also – most likely – the most hated brand. It’s important to understand this ‘love/hate’ in the right context. It is, in reality, the very high expectations that the people of Uganda have for the brand. The weight of being the country’s largest taxpayer and also the brand that is believed to have made the biggest impact on society means that our customers are not afraid to criticise us every time we do things that do not conform to those highest standards. They fight with us because they love us the most.”

Som, who is responsible for, as he puts it, “keeping the MTN flag flying high”, points out that while MTN has the biggest brand in Uganda across any sector, what matters is how people experience it. To illustrate the affinity Ugandans have with the brand, he shares a personal anecdote.

“Uganda is really two countries – rural and urban. In many parts of rural Uganda, young men can be found proudly flaunting their yellow MTN T-shirts as they go out to their favourite pubs on Friday nights to meet their dates. That MTN logo on their chests and the bright yellow on their bodies symbolise confidence, ability and trust. That MTN is still connecting them to the excitement ahead.”

Just how responsible is MTN?

In Uganda’s cities and large towns, the relationship with the MTN brand is equally strong, but consumers are more discerning.

“Urban customers are much more sceptical and far less emotional about our, or any, other brand. They ask the right questions:  What is in  it for me? What is the value MTN is willing to share? What is MTN’s role as a corporate citizen? They are not just our customers, but many are also our key stakeholders and thus our biggest brand influencers. Winning them over is key and it calls for the brand to show up in a leadership role not just as an industry but also as a key enabler to shaping the future of society at large.

“Working for the country, for its people, is part of the DNA of our company,” Som says.

“The population knows, to this day, that MTN was the company that democratised telecommunications, and they still appreciate us for it. But we have to keep earning their trust, their love of the brand. It’s a perpetual journey to not only provide core connectivity or financial inclusion but also be their lead partners in everything that matters to them – their culture, sports, music, women and the youth.”

A great example of MTN's commitment to its customers was its response to the COVID-19 pandemic. “While most organisations at that time were tightening their financial belts, at MTN Uganda we extended free connectivity to all through free P2P on Mobile Money and free data during nighttime. We also went to various schools and universities to offer free data for students to be able to study online,” Som says.

MTN's journey in Uganda is a testament to the power of understanding and responding to the needs of the people. It's a brand that symbolises connection, progress, and a shared commitment to a brighter future. As MTN continues to evolve, it strives to be more than just a telecommunications provider; it aims to be a true partner in everything that matters to Ugandans.

This means not only providing core connectivity and financial inclusion but also actively contributing to the cultural, social, and economic fabric of the nation. MTN is walking hand-in-hand with the people of Uganda, striving to earn their trust and exceed their expectations every step of the way.

Effective 1 November 2024, Som is MTN Rwanda’s Chief Consumer and Digital Officer after seven years at MTN Uganda.