Nigerian Breweries Life Beer’s Turu Ugo Lota TVC celebrates Southeast’s industrious, resilient spirit

• 1000 SMEs get N100m via Life Progress Booster initiative

Life Continental Beer, perhaps Nigerian Breweries’ most successful alcoholic lager east of the Niger, has unveiled a captivating television commercial (TVC) campaign, celebrating the industrious and resilient spirit associated with Southeasterners. The TVC also features prominent locations of note in the Southeastern region.

Riding on one of the most character-defining adages of the Igbo culture, Turu Ugo Lota, a charge given by parents and guardians, encouraging their children in search of greener pastures to go out and bring home glory, the launch was kicked off with an epoch-making socio-cultural discourse with the theme: “Bringing Home the Glory: A toast to Progress and Success,” led by prominent panelists from the region who converged on Enugu, the symbolic Southeast’s regional capital, to discuss the potentials of the rich eastern human resource and the need to continue to promote hard work and integrity across Nigeria and beyond.

Present at the panel discourse were leading figures of the Life Beer brand such as the sales director, Nigerian Breweries Plc, Uche Unigwe, the brewer’s corporate affairs director, Sade Morgan, the Onowu of Abagana, Nwachukwu Anakwenze and other royal fathers. Nollywood sensation, Yul Edochie, and his father and Nigeria’s movie and film thespian, Pete Edochie, led other celebrities and top-notch dignitaries from the eastern part of Nigeria who came from far and near to witness the occasion.

According to Unigwe, Life Continental Beer is progressive and that is why Nigerian Breweries had taken creativity and engagement a notch higher by crafting the awe-inspiring campaign – Turu Ugo Lota.

“We have also gone a step further to converge great minds who discuss the limitless opportunities and possibilities within us as a region in today’s social-cultural discourse titled —Bringing Home the Glory: A toast to Progress and Success.”

The discourse was moderated by Chimezie UcheAgbo, a seasoned radio presenter and programme producer with the BBC, with a robust panel session led by Pete Edochie, unarguably one of Nigeria’s most celebrated veteran thespians. Other panelists were Uche Nworah, the managing director of Anambra Broadcasting Service (ABS), Awka; Oby Ohakim, founder of ProjectBaby Nigeria who was awarded the UNESCO early child care development education (ECCDE); and Dimma Umeh, a foremost vlogger, YouTuber and renowned fashion enthusiast.

The exclusive event, which took place at the Base Landmark events centre, Independence Layout, Enugu, climaxed with the TVC unveiling.

Speaking at the grand unveiling, Pete Edochie, who also featured in the TVC said, “I am delighted to be a part of this era defining celebration of the Southeast by Life Beer. No matter who we are and how far from home we travel in our respective quest to attain success, the greatest reward can be found in coming back home to celebrate your wins and pave the way for others to also achieve progress and success.”

Aishat Anaekwe, senior brand manager Life Beer, said, “The joy of everyone, particularly parents and guardians who entrust their wealth of knowledge, resources and integrity to their wards, is in the hopes that when they go out there into the world, they return home with success. This is what Turu Ugo Lota (bring home the glory) is all about.”

As one of the leading beverage makers in Nigeria, Nigerian Breweries Plc through Life Beer has contributed to the development and progress of its host communities across the east and Nigeria at large. It said the alcoholic beverage has maintained a growing appeal and taste to consumers for over three decades.

In 2015, NB Plc through its Life Continental Beer brand, introduced the “Life Progress Booster” initiative, which is focused on providing financial assistance to small and medium scale enterprises (SMEs) within the South-east region who want to scale up their business operations. The aim is to support their businesses. The non-refundable grants saw the Life Progress Booster initiative giving out over N100 million towards supporting more than 1,000 businesses across the South-east region, including Delta and Rivers State.

The panel members received awards from Life Continental Beer in recognition of their contributions towards upholding the tradition of hard work, and bringing home glory to their communities, and Nigeria at large.