Determined to foster Nigerian originality and the enduring resilience of the Nigerian spirit, Orijin, a beverage brand, has renewed its ambassadorship deal with Bright Okpocha, popularly known as Basketmouth, to celebrate the nation’s cultural pride.
The decision to extend the relationship comes after two transformative years, during which Basketmouth has seamlessly personified Orijin’s bold and unconventional ethos. Through compelling storytelling, humour, and cultural expression, he has helped the brand deepen its connection with a diverse, proudly Nigerian audience.
Speaking at the contract renewal ceremony, Girish Sharma, managing director/CEO of Guinness Nigeria, said, Bright Okpocha has done exceptional work for Orijin.
“My one request to him is to push himself even further and be even more present for the brand. He’s been part of the Guinness family for years, and Orijin has a lot to gain from his creativity, authenticity, and influence.”
He said that as Orijin’s ambassador, Basketmouth has brought Afro-urban identity to life across various platforms, using his popular comedy skits, including Flatmates, to subtly and effectively integrate the brand’s values of originality and heritage into mainstream pop culture.
Ugochukwu Agbakwuru, general manager, Mainstream Spirits, Guinness Nigeria, said that Basketmouth’s impact has been significant, particularly with his creative content and authentic representation.
“This renewal is a forward-looking move to build on that momentum and elevate our results through even more amplified storytelling and engagement,” Agbakwuru said.
Reflecting on the partnership, Basketmouth said it gives him great joy to hear how people connect with the work he has done with Orijin over the past two years. It’s humbling.
“For me, it’s not just a partnership; it’s a relationship. You can’t effectively represent a brand you don’t love. I’m proud to be part of Orijin’s journey, and I am committed to pushing the boundaries of creativity even further. I truly appreciate the freedom the Orijin team has given me to explore and express,” Basketmouth said.
Over the past two years, the partnership has yielded standout campaigns, including the acclaimed Deeply Rooted campaign, an ode to the indomitable Nigerian spirit and a celebration of cultural heritage. With this renewed collaboration, Orijin aims to expand its reach with new campaigns, immersive consumer experiences, and stories that continue to honour Nigeria’s vibrant traditions while embracing modernity.
Uche Onwudiwe, head of marketing, Mainstream Spirits and RTS, said that Basketmouth has been instrumental to the success of campaigns like Deeply Rooted.
“His creativity and cultural relevance are unmatched. As we renew this partnership, we expect even more compelling work from him that will take Orijin to new heights. We are excited about what lies ahead,” Onwudiwe said.
