LILONGWE-(MaraviPost)- Airtel Malawi is honoured to have received four awards at the 2025 Institute of Marketers in Malawi (IMM) Marketing Excellence Awards held over the weekend in Salima.
The awards reflect the company’s ongoing efforts to deliver creative, strategic, and culturally relevant
marketing that resonates with our customers.
The awards won including Outdoor Campaign of the Year – ChezaFaya Combo Bundles, Social Media Campaign of the Year – Airtel Top 8, Marketing Campaign of the Year – Brand – Airtel Top 8 and Marketer of the Year – Norah Chavula-Chirwa
Airtel Top 8 emerged as a dual winner, capturing both Social Media Campaign of the Year and Brand
Campaign of the Year.
Through a data-driven, always-on strategy, Airtel transformed a football tournament into Malawi’s most dominant digital conversation and a commercial powerhouse.
With over 10.9 million views, 6.9 million reach, and K216 million in revenue, the campaign seamlessly bridged online engagement with offline action, setting a new benchmark for sports marketing in Malawi.
From localized Chichewa hype phrases to real-time match commentary and fan activations, Airtel Top 8
united fans across the nation, turning stadiums into spectacles and social platforms into engines of brand
love.
Airtel Top 8 emerged as a dual winner, securing both Social Media Campaign of the Year and Brand
Campaign of the Year.
The campaign leveraged localized content and targeted omni-channel communication, anchored by real-time updates, fan activations, and dynamic social media engagement, to generate over 11 million views and drive K216 million in total gate revenue, including K72.6 million via Airtel Money at the record-breaking finals match held at Bingu Stadium.
By seamlessly bridging online engagement with offline action, Airtel Top 8 united football fans across rival
teams, set a new benchmark for sports marketing in Malawi, and transformed social media into a powerful
engine for fan mobilization and ticket sales.
Airtel Top 8 is truly bringing fans and the brand closer together.
The ChezaFaya Combo Bundles outdoor campaign won for its innovative use of 3D billboards and
culturally resonant messaging.
With over 116 strategic placements, including city centers and transit hubs, the campaign created a visual journey that captured attention and drove significant product uptake.
Taglines like “Bandulo ya Madolo” (meaning a bundle for Pro’s) and “Macheza a Bho” (meaning great
chats/conversations), made the combo bundles a symbol of smart, locally relevant and consumption
friendly.
Norah Chavula-Chirwa, Airtel’s Head of Brand & Communication, was awarded Marketer of the Year for
her exceptional marketing prowess and strategic impact.
Her work has driven exponential growth across
multiple campaigns, including Airtel Top 8, significant subscriber increases for ChezaFaya combo bundles
and exponential data gainsfor MoFaya data bundles.
Her ability to blend cultural insight, digital innovation,
and commercial strategy has made her a standout figure in Malawi’s marketing landscape.
Airtel Malawi Managing Director Aashish Dutt commented, “These awards reflect our commitment to connecting with Malawians in meaningful ways, through culture, technology, and innovation.
“We’re proud of our team’s creativity and the impact our campaigns continue to make in fostering connectivity for all Malawians.”
He added, “At the heart of these achievements is Airtel Malawi’s purpose: to connect people in ways that matter. Whether through digital innovation, cultural engagement, or community-driven campaigns, Airtel
continues to bring Malawians together, bridging distances, fostering unity, and creating shared moments that go beyond connectivity.
“These awards are not just a celebration of marketing excellence, but a reflection of Airtel’s role in enriching lives and building a more connected Malawi”.
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