Orijin, an alcoholic beverage brand under Guinness Nigeria Plc, has renewed its endorsement partnership with comedian and actor Bright Okpocha, professionally known as Basketmouth.
In a recent statement, Orijin announced the continuation of this partnership, which has emphasised themes of Nigerian originality, cultural pride, and the enduring resilience of the Nigerian spirit.
Managing Director and Chief Executive Officer of Guinness Nigeria, Girish Sharma, remarked during the signing ceremony that Basketmouth has delivered remarkable contributions to the brand over the past two years.
“My request to him is to further enhance his presence and creativity for Orijin,” Sharma stated. “He has been a valued member of the Guinness family for many years, and we believe that Orijin stands to benefit greatly from his authenticity and influence.”
General Manager of Mainstream Spirits, Ugochukwu Agbakwuru, characterised the renewal as a proactive measure to leverage the brand’s existing momentum and to elevate results through enhanced storytelling and engagement initiatives.
According to Guinness Nigeria Plc, Basketmouth has effectively utilised his comedic talents, including the well-received ‘Flatmates series, to communicate Orijin’s core messages of cultural pride.
Reflecting on the partnership’s continuation, Basketmouth expressed his gratitude, stating, “It brings me great joy to see how audiences resonate with the work I have done with Orijin. This relationship transcends a typical partnership; it is built on genuine affection for the brand.”
Throughout the collaboration, numerous successful campaigns have been launched, notably the ‘Deeply Rooted’ campaign, which the company describes as a tribute to the authentic and resilient Nigerian spirit.
Head of Marketing for Mainstream Spirits and Ready-to-Serve, Uche Onwudiwe, hailed Basketmouth’s contribution to the campaign’s achievements, stating “His creativity and cultural relevance are unparalleled.
She added: “As we embark on this renewed partnership, we look forward to more extensive collaborations that will deepen our brand’s purpose among our target audience and inspire them to embrace their roots as a source of empowerment.”
