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Amstel Malta Kicks Off ‘Why Add More’ Campaign

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By Modupe Gbadeyanka

One of the leading malt brands from the stable of Nigerian Breweries Plc, Amstel Malta, has launched a new campaign tagged ‘Why Add More.’

At a media briefing held in Lagos last week, the Portfolio Manager, Non Alcoholic Drinks, Nigerian Breweries, Mr Olayinka Bakare, explained that the ‘Why Add More’ campaign “touches a fundamental truth about our esteemed consumers and the Amstel Malta Brand.”

Mr Bakare further disclosed that, “The campaign is truly world class and will further reinforce Amstel Malta’s place as the Premium Malt Drink, with an Original formulation that contains Less Sugar and is enriched with vitamins and minerals.”

The campaign, which is currently storming the airwaves and billboards across the country, was introduced to reinforce the brand’s positioning as the Premium Malt Drink, with an Original Formulation that contains Less Sugar and is enriched with essential vitamins and minerals.

The campaign leverages relatable metaphors and humour to portray the idea that adding more unnecessarily, could spoil the balance.

The TV commercial shows a wedding reception scenario, where the best man gives an eloquent speech which should have ended with a toast to the bride and groom but instead decides to add more, unnecessary entertainment, which did not go well with the celebrants and guests.

In the campaign, Amstel Malta educates consumers on the delicate balance of its original malt formulation, which contains less sugar but with all the full taste they can enjoy. It also strengthens the brand’s positioning of “Being the Best One Can Be”, in unique and truly distinctive way.

Analyzing the campaign message, as it relates to everyday fashion, Ruth Osime, Editor, ThisDay Style expressed the importance of building internal confidence rather than placing too much emphasis on the outlook.

Osime said: “Your inner confidence is a reflection of how you look outside. You do not have to wear large overbearing accessories before you can tell your fashion story. It is important you stay happy inside you.”

Ngozi Princewill-Utchay, CEO, Artelier Lifestyle Consultants, advised against over-indulgence or excessive eating. She opined that “our body knows when we have had enough…but many people do abuse their bodies by over-indulging.” In her concluding note, she emphasized that less is indeed more and there is no need adding more unnecessarily.

According to Mr Chidike Oluaoha, the Senior Brand Manager – Amstel Malta: “The Why Add More campaign re-enforces the less sugar positioning of Amstel Malta compared to other mainstream malt brands, whilst emphasizing the importance of not adding more unnecessarily. Knowing the right balance is a vital fact of life as is the case in fashion, style, wedding, sports, etc,” he said.

Mr Kufre Ekanem, Corporate Affairs Adviser pointed out that the target of the new Amstel Malta Why Add More campaign is to inspire consumers towards enhancing their overall wellbeing.

Banking

The Alternative Bank Opens Effurun Branch in Delta

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The Alternative Bank Effurun

By Modupe Gbadeyanka

One of the non-interest banks in Nigeria, The Alternative Bank (AltBank), has opened a new branch in Effurun, Delta State.

The new office will serve the Edo-Delta region and provide purposeful banking and real financial empowerment for individuals, entrepreneurs, and businesses, a statement from the firm stated.

The lender disclosed that the Effurun branch is a bold move in its mission to reshape banking in Nigeria.

The launch was graced by key dignitaries, including the Ovie of Uvwie Kingdom, Emmanuel Ekemejewa Sideso Abe I; the Chairman of Uvwie Local Government, Anthony O. Ofoni, represented his vice, Andrew Agagbo; and the Special Adviser to the Governor of Delta State on Community Development, Mr Ernest Airoboyi; amongst others.

The Divisional Head for South at The Alternative Bank, Mr Chukwuemeka Agada, emphasised the institution’s commitment to Warri and its surrounding communities.

“By establishing a presence here, we are initiating a transformation in the way banking serves the people of Delta. Our purpose-driven approach ensures that customers’ financial goals are not just met but exceeded,” he stated.

“This branch represents our pledge to empower Warri’s dynamic businesses and families, providing them with the tools to grow without compromise,” Mr Agada added.

“We understand the heartbeat of this community, and we are excited to integrate our bank into the fabric of this dynamic region,” he stated further.

On his part, the representative of the Ovie, Mr Samuel Eshenake, challenged the bank to facilitate development and employment within the Effurun community.

The Regional Head for Edo/Delta at The Alternative Bank, Mr Akanni Owolabi, embraced this challenge, pledging that the bank will work sustainably to drive local commerce.

“At The Alternative Bank, we are committed to being an active partner in the development of Effurun. We see this branch as a catalyst for creating opportunities, driving employment, and supporting the growth of local businesses.

“Our mission is to empower this community, ensuring that every step forward is one of progress, prosperity, and shared success.”

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Payattitude, PAPSSCARD to Co-brand Payment Card

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Payattitude PAPSSCARD Payment Card

By Aduragbemi Omiyale

A partnership aimed to enable seamless, real-time and secure transactions for cardholders across Africa and the rest of the world has been entered into by Payattitude and PAPSSCARD, the card scheme initiative of the Pan-African Payment & Settlement System (PAPSS).

The collaboration will allow Payattitude cards issued by banks and other deposit-taking institutions to be co-branded with PAPSSCARD, Discover, Diners and Pulse for acceptance across their networks in Nigeria, Africa and worldwide.

As an initiative of the African Export-Import Bank (Afreximbank) and a key financial infrastructure supporting the African Continental Free Trade Area (AfCFTA), the PAPSSCARD scheme will facilitate instant cross-border payments in local currencies.

“This partnership reflects our commitment to cross-enterprise alliances and enabling inclusive, efficient, and borderless payments across Africa and the world

“With Payattitude, Nigerian cardholders and financial institutions can now enjoy the benefits of a Nigerian card that can be used worldwide,” a director at Payattitude, Dr Agada Apochi, said.

The acting chief executive of PAPSSCARD, Mr John Bosco Sebabi, said the aim is “to connect African payment ecosystems, reduce the cost and inefficiencies of cross-border payments, and strengthen African sovereignty over payments infrastructure.

“Collaborating with Payattitude, a key innovator in Nigeria’s payment space, represents a significant step towards a more unified African payment landscape.”

The chief executive of PAPSS, Mr Mike Ogbalu, said, “By bringing together PAPSSCARD’s robust cross-border payment capabilities with Payattitude’s leadership in the Nigerian digital payments, we are taking tangible steps toward building a single African market where individuals and businesses can transact easily and securely, both within and beyond Africa.”

Payattitude is the first-in-kind Nigerian Payment Scheme to pioneer multibank App and USSD Code *569#.

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CBN Stops Special Authorisation to Withdraw Above N5m

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By Adedapo Adesanya

The Central Bank of Nigeria (CBN) has revised its cash withdrawal rules, discontinuing the special authorisation previously permitting individuals to withdraw N5 million and corporates N10 million once monthly, effective January 2026.

The new set of cash-related policies are designed to reduce the cost of cash management, strengthen security, and curb money laundering risks associated with the economy’s heavy reliance on physical currency.

This was contained in a circular released on Tuesday, December 2, 2025, and signed by the Director of the Financial Policy and Regulation Department of the central bank, Ms Rita I. Sike.

The apex bank explained that previous cash policies had been introduced over the years in response to evolving circumstances. However, with time, the need has arisen to streamline these provisions to reflect present-day realities.

“These policies, issued over the years in response to evolving circumstances in cash management, sought to reduce cash usage and encourage accelerated adoption of other payment options, particularly electronic payment channels. With the effluxion of time, the need has arisen to streamline the provisions of these policies to reflect present-day realities,” the CBN stated.

So, effective January 1, 2026, individuals will be allowed to withdraw up to N500,000 weekly across all channels, while corporate entities will be limited to N5 million.

Withdrawals above these thresholds will attract excess withdrawal fees of 3 per cent for individuals and 5 per cent for corporates, with the charges shared between the CBN and the financial institutions.

Daily withdrawals from Automated Teller Machines (ATMs) will be capped at N100,000 per customer, subject to a maximum of N500,000 weekly. These transactions will count toward the cumulative weekly withdrawal limit.

The special authorisation previously permitting individuals to withdraw N5 million and corporates N10 million once monthly has been discontinued.

The CBN also confirmed that all currency denominations may now be loaded in ATMs, while the over-the-counter encashment limit for third-party cheques remains at N100,000. Such withdrawals will also form part of the weekly withdrawal limit.

Deposit Money Banks (DMBs) are required to submit monthly reports on cash withdrawals above the specified limits, as well as on cash deposits, to the relevant supervisory departments.

They must also create separate accounts to warehouse processing charges collected on excess withdrawals.

Revenue-generating accounts of federal, state, and local governments, along with accounts of microfinance banks and primary mortgage banks with commercial and non-interest banks, are exempted from the new withdrawal limits and excess withdrawal fees.

However, exemptions previously granted to embassies, diplomatic missions, and aid-donor agencies have been withdrawn.

The apex bank clarified that the circular is without prejudice to the provisions of certain earlier directives but supersedes others, as detailed in its appendices.

This is the latest move by the apex bank to strengthen the Nigerian financial ecosystem. In October, the CBN issued a directive requiring all financial institutions to submit detailed monthly reports on the activities of their Point-of-Sale (POS) agents.

In the circular signed by the Director of the CBN’s Payments System Policy Department, Mr Musa Jimoh, it was stated that the reports must include comprehensive data on the nature, value, and volume of transactions conducted by agents.

The circular also stated that POS agents are restricted to a maximum of N1.2 million per day, while individual customers are limited to N100,000 in daily transactions.

CBN said these limits are intended to curb misuse, enhance financial integrity, and protect consumers within the agent banking framework.

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