Festivals have a way of connecting the present to the past. With every drumbeat, dance or libation poured, it is a reminder that cultural heritage must be tended, celebrated, and passed on.

Over the years, Telecel Ghana has firmly placed itself within this cultural fabric, backing some of the country’s traditional festivals with support that goes beyond the ceremonial. From the Homowo Festival in Greater Accra to the Fetu Afahye celebration in the Central Region, the telecommunications giant’s support demonstrates the vital role that corporate citizenship can play in keeping traditions alive.

"Festivals are the heartbeat of our communities. By supporting them, we are preserving stories, values, and traditions that shape who we are as people and standing shoulder to shoulder with the very communities we serve every day," said Samuel Sarpong, Sales and Distribution at Telecel Ghana.

In Osu, the Homowo season carries both the solemn remembrance of the Ga ancestors hooting at hunger after their sojourn from Ile Ife in Nigeria to modern day Accra around the 16^th century and the joyful celebration of the bountiful harvest that followed.

The Duku Walk, one of its highlights, saw Telecel’s support and presence in a tangible way. The telco made a financial donation, adorned the float buses with banners and gave out hundreds of scarves, T-shirts, and face caps that turned the streets red. Beyond the heavily patronised health walk and on-site customer engagement, the support helped ease the burden on organisers and gave the community a boost of pride.

Farther east in Ningo-Prampram, their Homowo festivals in the final weeks of August brought the coastal towns together in rituals of remembrance and joy. Telecel Ghana’s financial donation to both Ningo and Prampram traditional councils ahead of their festivals, alongside branded canopies and on-the-ground activations, helped transform the district into a celebratory arena for two consecutive weekends.

Further west, in the historic city of Cape Coast in the Central Region, Telecel marked the Fetu Afahye Festival last weekend with a dual financial donation to the planning committee and the traditional council. Here also, the festival is a centuries-old commemoration of community resilience against a devastating disease outbreak in the past, with the help of traditional gods.

Beyond the ceremonial support, Telecel used the occasion to reward a regional winner of its ongoing 2Moorch Money Promo with a cash prize of ?20,000. For three days, Cape Coast was alive with activations that tied together the rhythm of tradition with the buzz of digital connectivity.

Telecel’s presence and engagement in these festivals provides the opportunity for customers to engage staff, ask questions, get in-person support and celebrate the festivity with the brand.

"When our teams show up at festivals, it’s to engage directly with local people in moments of pride and joy. The excitement we see on the ground reminds us that connectivity is about being truly connected to the lives and heritage of our customers." Mr. Sarpong added.

More importantly, the brand’s effort reflects a deeper truth: festivals thrive when supported. Organizing large-scale cultural events is costly, and communities often strain under the financial weight. Telecel’s interventions have lightened that load, allowing traditions to continue unbroken.

The telco remains committed to extending its cultural stewardship and visible pattern of support to all the regions in the coming year. It positions Telecel Ghana as a cultural ally and in an era when many traditions risk dilution or neglect, such gestures help secure their continuity.

Each major festival may have its own rituals or histories, and partners like Telecel are willing to stand behind tradition and heritage.

Traditional leaders pour libation in a prayer to the gods at the Ningo Homowo Festival in Greater Accra Region.