Brands/Products
FCMB: When TVC Becomes a United Force
The recently unveiled campaign of the FCMB Group is a subtle attempt by the bank to play up the place of unity and team work in human activities. A reflection on the television commercial shows the patriotic zeal exhibited by the promoters of the financial institution.
Yes, it speaks to the essence of the bank on “The Power of the People”, but it achieves more than that because it has a tone of social responsibility. It evokes strong feelings and speaks to both the bank’s patrons as well as Nigerians at large.
The campaign captures the essence of team work and what can be achieved through a united force. For a diverse society like Nigeria, the TVC is a clarion call on each and every member of the society to work together to achieve their goals. In a way, there’s a lesson for customers of the bank and there are lessons for both leaders and the lead.
In another development, it can be viewed as a bold and audacious move, that reinforces the FCMB Initial Public Offering (IPO). At the heart of this campaign is a powerful 60-second TV commercial that eloquently captures the essence of unity and collective strength—highlighting the diverse entities that make up the FCMB Group.
As Nigerian banks navigate the ongoing recapitalisation race, this campaign could serve as a strategic advantage for FCMB. The Nigerian banking sector has been relatively subdued in recent years, but this creative push could mark the beginning of a resurgence—rekindling the era of engaging and memorable bank advertising.
Unity as a core message
Shot on location across Lagos, Abuja, and the breathtaking Mambilla Plateau, the TVC doesn’t just tell a story about financial strength; it inadvertently celebrates Nigeria itself. Each frame showcases the nation’s diversity, natural beauty, and the power of unity—subtly reinforcing the message that, just like FCMB’s group of companies, Nigeria thrives when its diverse elements come together as one.
The seamless transition of scenes, integrated with crisp visual metaphors, creates an immersive experience. The ad’s emotional resonance is heightened by a pulsating soundtrack composed by the legendary Cobhams Asuquo and the captivating narration of Laila Johnson-Salami. The combination of sound and visuals pulls viewers into the heart of the message—emphasizing strength through unity.
Women inclusivity
A standout element is the choice of a female voice-over—a deliberate and poignant creative decision. The campaign launched just two days after this year’s International Women’s Day, subtly paying homage to the vital role women play within FCMB and in the larger socio-economic landscape. The choice of Laila Johnson-Salami’s voice lends warmth, authority, and inclusiveness to the message, underscoring that women are not just contributors but key drivers of FCMB’s success story.
Element of collaboration
Conceptualized and executed by X3M Ideas, Africa’s leading creative powerhouse, in close partnership with the FCMB team, the campaign is a testament to the power of collaboration. It reflects the very essence of its message—that teamwork makes the dream work. The synergy between agency and client has resulted in a commercial that is not just a brand message but a cultural statement.
Succinctly speaking, FCMB’s new TVC does more than promote a brand; it promotes a vision of collective strength, national pride, and the power of unity. It is a bold reminder that when diverse forces come together, whether in banking or nation-building, they create something greater than the sum of their parts.
General appraisal
The essence of modern day advertising campaigns are not just to inform, educate and sell a product or even stimulate the desire to purchase. Of course, getting products off the shelf is the primary aim of any marketing campaign. It is also to break consumers’ resistance in an economic environment like Nigeria’s where the purchasing power is frustratingly low.
But it is getting deeper than that. Some advertising campaign materials are now designed to stimulate critical thinking and assessment which takes the receiver of such advertising messages to look beyond WHAT is being sold to HOW it is being sold.
There have been advertising campaign materials in recent times, but the one from the FCMB Group stands out. Not just in content, but in the underlying message as it relates to the essence of the brand that is being sold. The materials look beyond the Group’s well known banking footprints to unveil the varied deep expertise and value creation capabilities in its ecosystem across investment banking, investment management, and consumer finance that has ensured its market success.
The core message
The advert rhetorically asks if what thrills is the chord of a solo drummer or the symphony of the orchestra. Of course, the orchestra involves more than one performer. It also pricks the viewer’s imagination by inquiring if what makes a sports team thick is the brilliance of one player of the team effort that usually gets them over the line.
It does not end there. It also invokes rumination on whether what impresses the audience is the dancing and artistic talent of a solo dancer or the rhythmic and artistic precision of a troupe.
The message is that FCMB Group should not just be looked at as just delivering banking services. It is more than a bank. The Group is an integrated financial services provider that is connecting people with capital and markets and building a desirable future for Nigerians.
All these go beyond mere banking services to financial inclusion, capital raising (debt and equity), wealth management, estate management and more. The operating companies that make up the Group leverage its power to render a holistic service that transcends traditional banking. It is the power of the whole over the dexterity of just one entity no matter how good it is.
In the campaign, FCMB captures the enduring legacy of rendering seamless integrated financial services (a one stop shop concept) and it also invokes the power of its evolution over the years which have taken it beyond its investment banking heritage.
The team that conceptualised this campaign material deserves some accolades. If the battle is for the soul of the consumer in an extremely competitive industry like financial services, then the new campaign is sure to resonate with consumers and cement further emotional connection to the FCMB brand from its existing consumers and also draw would-be ones to the brand. And if this is achieved, then one can safely say an advertising campaign has been a resounding success.
By Aduragbemi Omiyale
A crypto-to-naira payout platform, Breedjr, has embarked on an upgrade designed to deliver faster settlements and improved rate transparency for users.
Since its launch in 2025, it has successfully executed $4 million in total payouts, indicating its growing acceptance in the digital currency landscape.
The milestone and product update signal a strategic shift in Breedjr’s positioning within Nigeria’s crypto-to-naira market. The platform’s growth has been driven largely by high-frequency users generating significant transaction volumes, a trend the company is now leaning into as it sharpens its focus on this segment.
This evolution comes amid rapid changes in Nigeria’s crypto ecosystem. The country ranked among the top globally in crypto transaction volume in early 2026 and continues to lead in peer-to-peer trading activity.
Stablecoins such as USDT and USDC play a central role, serving as both a hedge against naira volatility and a key channel for receiving international payments.
At the same time, the regulatory environment has become more structured following the enactment of the Investments and Securities Act 2025, which places virtual asset service providers under the oversight of the Securities and Exchange Commission (SEC), raising compliance expectations across the ecosystem.
Business Post reports that the company had to carry out the upgrade to satisfy a growing segment of users, including traders, freelancers, and recurring converters, who rely on seamless conversion of digital assets into naira.
With the enhanced experience, users can generate a receiving address within the app, view exchange rates upfront before initiating transactions, send funds from any exchange, and receive naira directly into their Nigerian bank accounts in under 60 seconds.
The latest improvements focus on speed and clarity, particularly for users handling larger transaction volumes.
According to the company, settlement times have been further optimised across supported assets, including USDT, USDC, and BTC, while rate confirmation is now provided before funds are transferred, eliminating uncertainty in the conversion process.
“For many active crypto users, the challenge is not receiving digital assets—it’s being able to convert them into naira quickly and with confidence, especially at higher volumes.
“What we are building goes beyond speed. It’s about creating a payout experience user can trust when transaction size truly matters,” the chief executive of Breedjr,” Mr Ikenna Eneje, said.
By Dipo Olowookere
A well-refined and heart-healthy cooking oil designed to meet the evolving nutritional needs of households has been introduced into the Nigerian edible oil market by Olam Agri.
The product, Mama’s Pride Soya Oil, is a carefully developed innovation tailored for Nigerian kitchens and homes.
It is fortified with Vitamin A and Omega 3 and 6, and has zero cholesterol content, with long-lasting frying performance, ensuring value for money for consumers.
To produce Mama’s Pride Soya Oil, the company had strong engagements with the soy farmer community and the government. Its $50 million state-of-the-art soybean crushing plant and feed mill complex in Ilorin, Kwara State, serves as the largest in sub-Saharan Africa with a processing capacity of 250,000–350,000 metric tonnes annually, supporting local soybean production.
This is supplying Olam Agri’s feed-milling unit and its edible oil unit subsidiary, Ruyat Oil, which specialises in processing and refining various vegetable oils for the Nigerian market.
“Mama’s Pride Soya Oil is proudly produced in Nigeria for Nigerians. It is thoughtfully developed as a product consumers can trust for their everyday cooking.
“With its superior quality, health benefits, and long-lasting performance, we are confident it will redefine standards and emerge as a market leader,” the Africa Head of Edible Oil Processing at Olam Agri, Mr Saurabh Kumar, said at the unveiling of the new product.
“This product reflects our continuous investment in Nigeria and belief in its potential. It builds on our impressive achievements across rice, wheat milling, animal feed, and sesame segments.
“From sourcing soybeans locally to processing them into high-quality oil, our new edible oil product is built on excellence, sustainability, and trust,” he added.
Also speaking, the Head of Marketing, Ms Bola Adeniji, said, “We encourage consumers to choose healthy, non-adulterated edible oils. Mama’s Pride Soya Oil offers not just quality, but safety and nutrition. We call on our trade partners and dealers to champion authentic brands and help eliminate adulterated products from the market for the overall health of Nigerians.”
In his remark, the Managing Director for Wheat Milling Business, Mr Nitin Mehta, said, “This is a historic moment for us. To change the game, we must offer consumers a high-quality product at an affordable price. Mama’s Pride Soya Oil embodies that vision.
“After over a year and a half of rigorous product research and development, we are proud to deliver a product that meets the highest standards.
“We have seen tremendous support from our dealers across our pasta and semolina products, and we are confident that with their continued partnership, Mama’s Pride Soya Oil will achieve even greater success in the market.”
The way people consume television content has changed dramatically over the past decade. Traditional cable and satellite TV are steadily being replaced by more flexible and internet-based solutions. One of the most popular innovations in this space is IPTV, or Internet Protocol Television. This technology allows users to stream their favorite shows, movies, and live channels directly over the internet, offering greater convenience and a wider range of content.
IPTV is gaining traction globally because of its adaptability and user-friendly features. Unlike conventional broadcasting methods, IPTV does not rely on fixed schedules. Instead, viewers can choose what they want to watch and when they want to watch it. This on-demand flexibility has made IPTV a preferred choice for modern audiences who value control over their entertainment experience.
Another major advantage of IPTV is its cost-effectiveness. Many users find that switching to IPTV significantly reduces their monthly entertainment expenses while providing access to a broader selection of channels. From sports and news to international programming and premium movies, IPTV platforms cater to diverse interests without the need for multiple subscriptions.
For those interested in exploring reliable IPTV services, platforms like iptv provide a comprehensive solution. They offer a variety of channel packages, high-quality streaming, and consistent service performance. With stable internet connectivity, users can enjoy seamless viewing without the interruptions often associated with traditional broadcasting systems.
In addition to affordability and variety, IPTV also supports multiple devices. Whether you prefer watching content on your smart TV, smartphone, tablet, or computer, IPTV services are designed to be compatible across different platforms. This level of accessibility ensures that users can stay connected to their favorite content anytime and anywhere.
Another key feature that sets IPTV apart is its advanced functionality. Many IPTV services include features such as pause, rewind, and recording options. This allows viewers to customize their viewing experience further, ensuring they never miss important moments. Moreover, interactive features and personalized recommendations enhance user engagement, making IPTV more than just a passive viewing experience.
Security and reliability are also important considerations when choosing an IPTV provider. Reputable services prioritize user data protection and offer stable servers to ensure uninterrupted streaming. Choosing a trusted provider like iptv can make a significant difference in overall user satisfaction, as it ensures both quality content and dependable service.
As internet infrastructure continues to improve worldwide, the future of IPTV looks promising. Faster speeds and better connectivity will only enhance the streaming experience, making IPTV even more appealing to a broader audience. It is clear that IPTV is not just a trend but a long-term evolution in how people consume media.
In conclusion, IPTV represents a modern, flexible, and cost-effective alternative to traditional television services. With its wide range of content, multi-device support, and advanced features, it has become a leading choice for entertainment in the digital age.
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