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Glo, Goldberg, Orijin Lead Brand Exposure at 2025 Ojude Oba

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2025 Ojude Oba

The 2025 edition of the iconic Ojude Oba Festival has emerged as one of Nigeria’s most impactful cultural events in terms of media performance, with strong local resonance and measurable international interest. A comprehensive report released by P+ Measurement Services, a Lagos-based independent media intelligence consultancy, offers a data-driven audit of the media footprint of the festival based on media data harvested from June 1 to June 23, 2025.

Analysis reveals that the Ojude Oba Festival maintained a healthy media sentiment profile. 60% of the coverage across print, broadcast, and digital platforms was classified as positive, citing the festival’s vibrant cultural displays, its economic impact on Ijebu Ode, and the successful coordination of high-profile participation. Thirty percent of the content was neutral, focused on news reportage and factual event summaries. Only 10% of total coverage recorded negative sentiment, primarily tied to logistics such as congestion, travel delays, and crowd management.

Geographically, 85% of media exposure originated from Nigerian media, driven by extensive coverage from national and regional outlets such as Channels TV, The Guardian, Arise News, Tribune Online, and Ogun State Television. The remaining 15% of the coverage came from international outlets including CNN, BBC Africa, Africa News, and Reuters, signifying a growing appetite for Nigerian cultural content on the global stage. The United Kingdom, France, the United States, Ghana and South Africa were identified as key foreign media sources contributing to the international spread of the festival’s image.

In terms of media distribution, online and digital platforms led by a wide margin, accounting for 70% of total media mentions. The near-real-time amplification of festival highlights via X (formerly Twitter), Instagram, YouTube, and blogs significantly shaped the public conversation. Print media retained relevance with 20% of the total share, focusing on pictorial storytelling and editorial features, while broadcast channels, including live event coverage and cultural documentaries, made up the remaining 10%.

The cumulative global media reach of Ojude Oba 2025 was recorded at 124,833,210 individuals, according to analytics pulled from social listening and media database indexing. This figure indicates substantial public engagement and a rising interest in Yoruba traditions, particularly among diaspora communities and heritage tourism advocates.

Among the most visible search terms and hashtags that drove engagement during the festival period were #OjudeOba2025, #IjebuHeritage, #AwujaleLive, #IjebuOde, #FestivalOfColors, #CulturalHeritage, and #AfricanCulture. These were not only driven by official media coverage but also by influencer marketing, user-generated content, and brand activations tied to the event.

Corporate sponsorship played a key role in shaping the visibility and tone of the media narratives. The top five most-mentioned brands during the festival period were Globacom, Goldberg (Nigerian Breweries), Orijin (Diageo Nigeria), FCMB, and Rite Foods (producers of Fearless and Bigi). Their presence was amplified through branded installations, promotional giveaways, community initiatives, and high-visibility event partnerships, reflecting the festival’s growing significance as a strategic marketing platform.

Ojude Oba’s media performance in 2025 points to three key outcomes: the event is not only a vibrant cultural expression but also an evolving asset for cultural diplomacy, brand storytelling, and heritage-based tourism development. The favorable sentiment score (60%), significant audience reach (124 million+), and expanding global footprint suggest that the festival is well-positioned to attract more structured public-private investments.

From a strategic communication standpoint, P+ Measurement Services recommends that the festival’s PR team prioritize four core focus areas going forward:

  1. Advance Digital Integration: Strengthen cross-platform storytelling using influencers, vlogs, and immersive content formats (e.g., 360° video, virtual parades).
  2. Global Syndication Strategy: Deepen relationships with international media correspondents and diaspora cultural platforms to drive sustained coverage before and after the event.
  3. Media WatchDog Sentiment Monitoring: Implement near-real-time crisis response frameworks with media monitoring services support for managing potential risks like crowd control incidents or political hijacking of narratives.
  4. Data-Driven Brand Partnerships: Encourage sponsors to activate with community-focused narratives and measurable ROO outcomes to build long-term association equity.

As Nigeria continues to redefine its cultural exports and tourism offerings, Ojude Oba Festival stands out as a case study in leveraging tradition for modern relevance, media amplification, and brand alignment. The 2025 media footprint confirms its status not just as a celebration of heritage, but as a powerful soft power tool with growing international appeal.

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Airtel Engages Customers on Concerns Around Data Usage, Others

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airtel nigeria customer forum Lagos

By Modupe Gbadeyanka

On Tuesday, April 14, 2026, customers of Airtel Nigeria felt more involved and loved when the telecommunications company gathered them together at the Lagos Travel Inn Hotel in Ikeja to discuss some of their concerns, especially around data usage, transparency and their experience with its services.

It was the first-ever Customer Forum of Airtel Nigeria in Lagos, where regulators, high-volume data subscribers, 5G customers, and other key stakeholders learned ways to tackle the issue of data depletion.

The event, themed Understanding Your Data: How to Take Control, also highlighted Airtel Nigeria’s ongoing investments in customer experience, including enhanced digital tools, clearer usage dashboards, and expanded retail and support networks aimed at improving transparency and accessibility.

“This is our very first customer forum, and it is more than an event. It is a bold statement that in today’s digital economy, the most important voice is the informed customer,” the Director of Marketing at Airtel Nigeria, Mr Ismail Adeshina, said.

He emphasised that while data has become central to everyday life, from business transactions to education and healthcare, concerns around data value and consumption remain valid and must be addressed transparently.

“Data is no longer a luxury; it is a necessity as essential as electricity and water. However, as usage grows, customers are asking an important question: “Am I truly getting value for the data I purchase? This is not just a technical issue; it is a matter of trust,” Mr Adeshina added.

He further explained that evolving usage patterns, including high-definition video streaming, cloud-based applications, and background app activity, have significantly increased data consumption compared to previous years. According to him, the forum was designed as both a listening platform and an educational session to help customers better understand how their data is used.

“We are here to listen, to explain clearly, and to provide evidence. When customers understand how their data is consumed, it shifts the experience from uncertainty to control and from frustration to confidence,” he further disclosed.

On her part, the Director of Customer Affairs Bureau at the Nigerian Communications Commission (NCC), Ms Freda Ruth Bruce-Bennett, reaffirmed the regulator’s commitment to protecting consumer interests and ensuring service quality across the industry, noting that data consumption has become deeply integrated into daily life, making any perceived loss of data a significant concern for users.

“We understand that data is central to how people live and work today, which is why concerns around data depletion are taken seriously. The NCC has put mechanisms in place to ensure that consumers receive the quality of service they deserve and that their voices are heard,” she said.

Ms Bruce-Bennett encouraged customers to take advantage of the NCC’s consumer portal, which provides guidance on data management and a platform for lodging complaints.

“There is an A to Z of data management tips available on the NCC portal, and we encourage consumers to use it. We also continue to work closely with operators like Airtel to ensure that complaints are addressed promptly and transparently,” she added.

On customer engagement and service delivery, the Customer Experience Director at Airtel Nigeria, Mr Oladokun Oye, highlighted the company’s multi-channel approach to supporting customers across the country.

“At Airtel Nigeria, customer experience is not just a function; it is embedded across everything we do. From our network design to how we communicate and resolve issues, the customer remains at the centre,” he said.

He noted that Airtel maintains one of the most extensive customer touchpoint networks in Nigeria, including over 1,000 exclusive shops, a dedicated contact centre accessible via 300, and multiple digital platforms such as the MyAirtel App, web channels, and AI-powered chatbots.

“These channels are designed to provide not just service, but clarity and understanding. We are also continuously improving our digital platforms to ensure customers can track and manage their usage in real time,” Oye added.

He further advised customers to engage only with authorised Airtel outlets to ensure service quality and protect personal information.

The Airtel Customer Forum forms part of a broader industry effort, in collaboration with the NCC, to promote data awareness, transparency in billing, and improved customer education.

By creating a platform for open dialogue, Airtel Nigeria is reinforcing its shift from a transactional relationship with customers to a more collaborative and informed partnership.

The company noted that insights from the forum will inform future improvements in service delivery, customer communication, and digital tools, as it continues to support Nigeria’s journey towards a more inclusive and transparent digital economy.

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NAFDAC Warns Consumers Against Fake Colgate Brand in Circulation

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Fake Colgate Brand

By Adedapo Adesanya

The National Agency for Food and Drug Administration and Control (NAFDAC) has alerted the public to the distribution of unregistered and suspected counterfeit Colgate toothpaste brand in Nigeria.

In a public notice shared on X (formerly Twitter), the agency said its Post-Marketing Surveillance Directorate received a complaint regarding the sale of the products in Kaduna State by a shop owner.

Following an investigation, officials of the food and drugs surveillance organisation visited the outlet and discovered two suspected counterfeit products branded as Coglaet ActivGel 100g and Coglaet Herbal 100g. The spellings were not only the indicator, but the production standards.

According to the agency, the shop owner disclosed that the items were sourced from a door-to-door sales representative but could not provide proof of purchase.

NAFDAC stated that the products failed to meet regulatory standards for registration and quality assurance, warning that they pose potential risks to public health and safety. It also added that the stated manufacturer could be traced to Baiyun District, Guangzhou, China.

The agency confirmed that the items have been removed from circulation, while efforts are ongoing to trace those responsible for their distribution.

NAFDAC urged consumers to remain vigilant and report any suspected sale of substandard or counterfeit regulated products to the nearest office, via its hotline or official email channels.

In a statement, NAFDAC said, “All NAFDAC zonal directors and state coordinators have been instructed to conduct surveillance and mop up the unregistered and counterfeited products if found within their zones and states.

“Distributors, retailers, and consumers are hereby advised to exercise caution and vigilance within the supply chain to avoid the distribution, sale, and use of counterfeit products. The products’ authenticity and physical condition should be carefully checked.”

Consumers are advised to report any suspicion of the sale of substandard, falsified, or counterfeit regulated products to the nearest NAFDAC office, call NAFDAC on 0800-162-3322, or via email: [email protected]. For complaints, the Reforms Unit can be reached: 09097630506, 09097630507, or email: [email protected]

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Airtel Nigeria Suspends Airtime, Data Lending Services

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Airtel Nigeria SIM update

By Modupe Gbadeyanka

Barely 24 hours after MTN Nigeria announced the suspension of its data and airtime lending services, another operator, Airtel Nigeria, has followed suit.

In a statement on Friday by its Director of Corporate Communications & CSR, Mr Femi Adeniran, Airtel Nigeria said it would not no longer offer the airtime and data credit services for now.

However, the company noted that customers will continue to enjoy uninterrupted access to airtime and data purchases through its existing channels.

The Federal Competition and Consumer Protection Commission (FCCPC) introduced new rules on lending services in the country, and in compliance with this, telecommunications companies had to suspend rendering the services.

The affected services allowed eligible prepaid customers to borrow airtime or data and repay on their next recharge.

The Director of Marketing at Airtel Nigeria, Mr Ismail Adeshina, in the statement, noted the suspension of the services was to “align our operations with evolving requirements.”

“Airtel Nigeria remains committed to the highest standards of compliance, transparency, and consumer protection, while continuing to innovate responsibly within Nigeria’s digital ecosystem,” he added.

The telco noted that the temporary suspension is not expected to have a material impact on its service standards across the country, promising to provide updates on the status of the service in due course.

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