Telecel Ghana has unveiled award-winning musician Black Sherif as its brand partner under Project X, bringing an end to weeks of speculation surrounding the initiative.
The partnership is aimed at delivering exclusive experiences and added value to Telecel customers through digital financial services, while strengthening the connection between the telecommunications company and Ghana’s music industry.
Black Sherif, the reigning Telecel Ghana Music Awards (TGMA) Artiste of the Year, will serve as the face of Project X, featuring in Telecel’s marketing campaigns and customer engagement activities.
Under the initiative, customers will have the opportunity to receive unique BlackoCodes during Black Sherif’s online engagements. The codes will unlock exclusive discounts, special experiences and other rewards through the Telecel Play App.
Speaking at the launch held at the Kempinski Gold Coast City Hotel in Accra, Telecel Ghana Chief Executive Officer, Ing. Patricia Obo-Nai, described the partnership as a meeting of two compelling stories: a vibrant brand committed to connecting people through secure mobile financial services and a talented young Ghanaian whose journey continues to inspire millions.
“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 delivering meaningful experiences that respond to customers’ changing expectations.
She explained that the initiative was developed through careful consideration of what customers want beyond conventional telecommunications and financial services.
“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.
The launch attracted several high-profile guests, including 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 and industry leaders.
Also present was Dr. Ernest Ofori Sarpong of Special Group of Companies, alongside other invited guests and music enthusiasts.
Black Sherif expressed excitement about the collaboration, describing it as an opportunity to connect with his fans while supporting efforts to make digital financial services more accessible, convenient and rewarding.
“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.
Through his involvement, Telecel expects to expand awareness of the Telecel Play App and encourage more customers to explore its range of digital financial solutions.
Project X also forms part of the company’s broader efforts to promote digital financial inclusion by encouraging the adoption of convenient mobile financial services.
To participate, customers are encouraged to activate their Telecel Cash mobile money wallets, download the Telecel Play App and follow Black Sherif’s online engagements for the release of BlackoCodes.
The rewards available through the codes include exclusive experiences, discounts, free transactions and other prizes.
The partnership combines Telecel’s digital financial services with Black Sherif’s influence in Ghana’s music scene, offering customers additional incentives to engage with the company’s digital platforms while creating new opportunities for interaction between the artiste and his fans.
