Safaricom and Sprite Launch Hook’d on Fresh Masterclasses to Mentor Kenya’s Next Generation of Creators

Safaricom (NSE: SCOM), through its youth platform Safaricom-Hook, in partnership with Sprite Kenya, has launched the Hook’d on Fresh Masterclass Series, a nationwide initiative designed to empower Kenyan students to create, connect, and shine in the digital world.

The programme, part of the “It’s That Fresh” campaign, is a digital influencer-led masterclass series that equips students with practical skills in content creation, social media trends, virality, and audience engagement.

Starting 13th March at JKUAT, the series will tour four university campuses, reaching an estimated 40,000 students, and giving them tools to excel in the digital content economy.

Top Kenyan influencers including Carrie Wahu, Tileh Pacbro, Charisma, and dance collective Cluster KE will host the sessions. Students will participate in hands-on activities, fueled by Sprite and the Safaricom Hook BLIVE Bundle on 555#, allowing them to immediately apply their skills online.

Hook’d on Fresh UGC Challenge: Recognizing Creativity Nationwide

Alongside the masterclasses, Sprite and Safaricom are launching the Hook’d on Fresh User Generated Content (UGC) Challenge, inviting students nationwide to create short-form videos across music, sports, fashion, or comedy.

Content must be shared on TikTok or Instagram, using #HookdOnFresh and #SafaricomHook, tagging Sprite Kenya and Safaricom Hook pages.

The competition features a tiered reward system recognizing 403 digital creators across nine levels. Cash prizes range from KES 3,000 to KES 20,000, and additional rewards include smartphones and data bundles.

Monthly top performers will be awarded based on cumulative views, encouraging sustained creativity beyond the masterclass sessions.

Connecting Youth, Culture, and Digital Innovation

“Hook’d on Fresh is more than a masterclass—it’s a platform that celebrates the creativity, confidence, and potential of Kenyan youth,” said Juliana Kituma, Director of Marketing, Coca-Cola Kenya. “By partnering with Safaricom, we are linking campus energy to digital engagement, giving students a platform to express themselves and be recognized online.”

The Safaricom Hook Green Couch complements the masterclasses, travelling to campuses as a “podcast on wheels”, providing students a raw, interactive space to share stories, ambitions, and experiences through youth-led conversations.

“Our goal at Safaricom is to create opportunities through connectivity,” said Fawzia Ali-Kimanthi, Chief Consumer Business Officer, Safaricom PLC. “With Hook’d on Fresh, we are empowering young Kenyans to transform creativity into skills, exposure, and rewards, showing that staying fresh under pressure is both a talent and a lifestyle.”

Through the Hook’d on Fresh Masterclass Series, Safaricom and Sprite are building a national ecosystem of young creators, blending culture, learning, and digital innovation to foster a generation of confident, skilled, and recognized content creators.