Kenyan mobile operator Safaricom Limited, has unveiled a five month $3 million countrywide music extravaganza, that will see leading musicians and comedians on tour as part of its marketing campaign. And members of the public will be able to use Safaricom airtime scratch cards to gain entry to the concerts.

‘Niko na Safaricom Live’ is part of activities hosted by the Safaricom Live Portal www.safaricom.com initiative which offers customers MP3 songs, ringtones and wallpapers for downloads and enables them to shop phones and laptops on the site.

The campaign seeks to market Safaricom to youths through live concerts, campus tours and road shows, as well as attempting to grow and nurture local musical talent.

The ‘Niko na Safaricom Live’ entertainment extravaganza will be held in five major towns across the country before the grand finale in Nairobi on the 15th of December.

“Safaricom is committed to growing local talent and that is why we have invested over Kshs 250 million in ‘Niko Na Safaricom’,” said Safaricom chief executive Bob Collymore.

“Kenya artistes are talented and we are providing them with a platform to deliver world class entertainment that will connect with millions of youth and Kenyans across the country,” he said.

The campaign will also feature production of local content by more than ten signed-up musicians, which will be marketed through the Safaricom Live portal.

Safaricom has revamped the annual campaign previously named, Safaricom Kenya live to “Niko Na Safaricom” Live ( swhili for 'I am with Safaricom' Live ) in line with the firms marketing campaign slogan 'Niko na Safaricom'.