Viva, a brand of Aspira Nigeria Limited, has launched a nationwide contest designed to empower Nigerians through creativity and innovation, offering fresh opportunities at a time of rising unemployment and economic pressure.

This was disclosed in a statement by the Head of Advertising and Public Relations, Aspira Nigeria Limited, Lynda Aguocha.

The challenge, which attracted over 100 entries across the country, tasked participants with showcasing their talent for a chance to win cash prizes and an ambassadorial deal with the brand. Ten finalists were shortlisted, and after a screening and public voting process, Plateau State–born content creator Hafsat Halliru Ismail emerged as the overall winner.

Ismail secured an N5m ambassadorial deal and will feature prominently on billboards, commercials, and other brand campaigns, marking a milestone in her career.

The company said the initiative reflects Viva’s broader philosophy of giving ordinary Nigerians the kind of opportunities often reserved for celebrities.

“This is not a campaign in isolation. At Viva, we see our customers as the lifeblood of the brand. By spotlighting them, we are making a statement about the future of marketing, one where influence is nurtured from within, not outsourced,” Aguocha said.

Media personality and Viva ambassador Nancy Isime described the contest as part of a wider cultural shift, where everyday Nigerians are becoming active participants in shaping narratives around brands and consumer engagement.

“What we are seeing is everyday Nigerians moving from being passive consumers to active participants. This shows creativity can serve as a powerful tool for empowerment,” she said.

Aspira noted that the contest was aimed not only at rewarding creativity but also at offering practical economic opportunities that can help participants lift themselves out of poverty. The brand said it sees the initiative as part of a broader commitment to addressing social challenges by blending business innovation with consumer empowerment.