It made its debut three years ago and since then the popular TV reality show, Nigerian Idol has been sponsored by Pepsi. The show has not only empowered young, talented and creative Nigerians, it has also helped to develop the entertainment industry. As the Season 3 of the reality show opens this week, WALE ALABI chronicles the impact of the Pepsi brand on its evolution and how it connects with its consumers through the show.
With honed talents blended with hard work and encouragement from brands like Pepsi, not many talented graduates and undergraduates will go in search of white collar jobs after their graduation but rather most of them will live on their God given talents like Pop Crooner Iyanya, Tiwa Savage, Whiz Kid who are making waves in the entertainment industry.
It was perhaps for this reason that the soft drink giant, Pepsi pledged to continue to provide a platform to harness the abundant talents that abound in Nigeria in the areas of sports and entertainment.
Mr Norden Thurston, Head of Marketing Seven-Up Bottling Company Plc, said this at a gala night in Lagos during the weekend to unveil the final 12 contestants at the Nigerian Idol, Season 3. Pepsi has for over three years been as associate sponsor of the show.
Said Thurston: “Pepsi as an international brand has always been associated with music as it has over the years signed such music icons as Michael Jackson, Britney Spears, Beyonce and recently Nicky Minaj.”
Thurston said the expectation of Pepsi is that the winners of Nigerian Idol will make it big in their music career. Highlights of the event include the meet and greet session of the 12 contestants with Pepsi music ambassadors Tiwa Savage and Lynxnx and the electrifying performance by the duo to the admiration of the audience at the Civic Centre, Victoria Island, Lagos, venue of the event.
Before last weekend, the Nigerian Idol train was in Abuja where students of the University of Abuja had the fun of their lives through Pepsi, the official beverage of the Nigerian Idol. The train had stormed the mini-campus at Gwagwadala last October as part of the awareness campaign for the Abuja auditioning and selection process for the musical talent hunt programme in Lagos later in the year.
The sound of Iyanya’s Kurukere wafted from the convocation arena and like ants stirred, the students followed the direction of the sound as if in search of an oasis in a desert.
From different road tributaries, the students moved to the convocation ground to catch fun and begin the weekend on an exciting note. As MC Tony was inviting the students, two young ladies stepped forward, strutting their stuff; waist shaking and sexy dance steps. They were joined by other effervescent youngsters as Omawunmi’s Botton Belle hit them hard.
Comedians also had their day thrilling the students who had gathered under the surrounding trees and pavilion.
There were lots of free Pepsi drinks and other products of Seven-Up Bottling Company Plc.
Fantastic prizes were given to best dancers, comedians at the UniAbuja show.
Marketing Manager, Key Accounts, Seven-Up Bottling Company Plc, Mrs. Patricia Iletogun said Pepsi is encouraged by the abundant talents in Nigeria to sponsor the Nigerian Idol as a way of harnessing these talents and helping the young ones to Voice Their Dream and refresh their world.
Hundreds of talented youngsters stormed the auditioning venue at Rock View Hotel, Abuja for the two-day selection process.
Those who were selected and given tickets to come to Lagos for the grand final also received special gift packs from Pepsi, the official beverage of the Nigerian Idol.
The auditioning and selection process for the Federal Capital Territory (FCT) Abuja and surrounding states took place at the Rock View Hotel on October 13 and October 14. Those selected will join other contestants from other regions in Lagos for the commencement of the Nigerian Idol Season Three.
For Yeka Onka, winner of the maiden edition of the Nigerian Idol, a music reality TV show, it was glorious homecoming when she embarked on a three-day visit to her home state, Abia courtesy of Pepsi.
The visit saw her meeting with ‘Who-Is-Who’ in Abia State including Governor Chief Theodore Orji, the Speaker of the House of Assembly and a host of other highly influential citizens. Yeka also paid a visit to Girls High School, Ogbor Hill, Aba, her alma mata and some select schools in the State including Girls Senior Secondary School, Abayi, Umuochim, Amuzukwu Girls Senior Secondary School, Umuahia and the Seventh Day Adventist Motherless Home, Aba.
Yeka was full of praise for Pepsi for facilitating the visit adding that the visit really afforded her the opportunity to canvass for the need for productive ventures in all human endeavours by the youths in the country.
Her words: “It is a big privilege for me to be honoured in my state by my own people. I appreciate the fact that my people are rejoicing with me for emerging the winner of the very first edition of Nigerian Idol. I must however add that Nigerian youth should live their lives to the fullest by ensuring that their talents do not die with them.
“Nigerians are very talented people and the best can be gotten from them with the right platform and exposure. The private and public sector should further unite to further help get the best out of them,” she said.
She charged the students of the visited schools to strive to be relevant in the society saying “the society is looking for strong people who can change the world for the better. Your steps to this starts now. So, you have to be very obedient to your teachers and learn the rules of obedience because it pays at the end”
At her alma mata, students were very much happy to see Yeka, who incidentally composed the school’s anthem. The Principal, Mrs. Igbetu Kalu Uduka also showered praise on Yeka who was also Miss Abia 2006.
“When we remember your choice of Girls’ High School Aba, in your tour of the state and reflect on the love you have for your alma mata as your benefactor, we can then see in the judges’ eyes, the wisdom of ranking you the best among equals,” Mrs Udaku said.
