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We Sponsored Nigerian Idol to Nurture Music Talents—Rite Foods



By Modupe Gbadeyanka

For the past few weeks, Nigerians have been getting entertained via a music talent hunt programme called Nigerian Idol.

The contest entered its sixth edition this year and the winner of this edition is expected to get N50 million worth of prizes and a recording contract with a leading record label.

From Sunday, May 9, 2021, the well-liked music reality TV showing on Channel 198 on DSTV will commence live performance and culminate with a grand finale on July 11.

Viewers have been able to watch the programme because the likes of Bigi, a product of Rite Foods Limited, a truly world-class and proudly Nigerian food and beverage company, sponsored it.

Some may have wondered why the Bigi premium brand decided to put down a huge amount of money to enable Nigerians to watch the show.

Giving an insight into this, the Managing Director of Rite Foods, Mr Seleem Adegunwa, said it was mainly to pave way for the discovery of music talents among young Nigerians as well as to promote the entertainment industry in the country.

He affirmed that Rite Foods’ Bigi carbonated soft drink brand will continue to promote talent discovery in music through the Nigerian Idol while espousing the company’s interest in the creative platform where abundant talents abound in the country.

The Rite Foods boss said the sponsorship is to ensure that talents are nurtured in order to produce stars that would take the music and entertainment industry to enviable heights, like the recent achievement of Burna Boy, who has now become a global star after winning the Grammy.

To effectively demonstrate its intention in attaining that, Rite Foods recently held a mini Idol show christened the Bigi Media Idol for content drivers, to further reinforce its sponsorship of the Nigerian Idol reality TV show and its commitment to advancing its good cause for the entertainment sector.

At the event, one of the highlights was the microphone stunt used on stage, which was used to depict the 12 Bigi soft drink variants, a scenario that got the audience amazed at such innovation from a leading brand that is making an impact in the food and beverage sector of the Nigerian economy.

The Bigi brand has set the pace in the beverage sector with its 12 leading variants which include the Bigi Cola, Bigi Orange, Bigi Apple, Bigi Bitter Lemon, Bigi Soda Water, Bigi Lemon & Lime, Bigi Tropical, Bigi Chapman, Bigi Tamarind, Bigi Cherry Cola, Bigi Ginger Lemon, and the Bigi Ginger Ale.

On the company’s stables are the Rite Spicy, Bigi Beef and Rite Sausages which have been the mark of excellence for the industry, while its Bigi Premium Table Water, produced with global best practices in purification, offers quality, freshness, confidence and reliability.

Established in 2007 as a subsidiary of Ess-Ay Holdings, Rite Foods’ inventiveness has earned high recognition in the energy drinks market with the first-ever packaged polyethylene terephthalate (PET) bottle brands for the Fearless Red Berry and Fearless Classic.

Modupe Gbadeyanka is a fast-rising journalist with Business Post Nigeria. Her passion for journalism is amazing. She is willing to learn more with a view to becoming one of the best pen-pushers in Nigeria. Her role models are the duo of CNN's Richard Quest and Christiane Amanpour.

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