Tag: reality

  • FICTION: When fantasy becomes a reality

    FICTION: When fantasy becomes a reality

    I am very sure, the dream of every young teenager is to see their fantasies play out in real life. But that they never seem to understand that if life was an open cheque that could really go bad. As an underage girl, I wasn’t quite different from those in the fantasizing world but looking back, I think reality and its attendant effect dawned on me abruptly.

    The day was precisely 3rd June 2000, when I met “Alex Martins”. Funny enough, he was to be the beginning and end of my fantasies, in terms of who a real boyfriend should be. I had met him through a mutual friend and the chemistry that sparked in the course of our handshake sent a lot of shivers down my spine. After that meeting, one thing led to another and we began to see ourselves “in camera”. I got so engrossed that I became ” love blinded “, started seeing things from his own perspective, entered into the emotional world with his name as my password and the unfolding event from the emotional world was enough to make me want his love the more, thus praying for an eternal relationship with a fairy tale ending. Soon he started pushing advances at me, wanting to be intimate. By the way, here was I, a virgin and naive, but also too “love drunk” to resist.

    I finally gave into the pressure, maybe it was part of the fantasy. Listen, I had barely known him for 2months although I was worried, we fixed a date and a venue. Trust me, as the D-day finally came, I was anticipating with love and fear, the last thing I remembered was that I was dressed at my best because I was going to be giving out the map to my hidden treasure. I had sneaked out of the house to the hotel, of course with Alex’s helping hand. We had secured a room, after which we got emotional. Having let my guards down and loose, with one thrust, reality dawned on me that I had been “incorporated” into ” womanhood”. To be fair, love making with him had been a mixture of pain and pleasure, after which, sleep was the next thing on my mind.

    The morning after got me becoming a realist and traumatised, I had woken to an empty room and a stark naked lady, which was obviously me. After getting dressed, I called Alex but his number was not available. For the rest of the day, I kept trying the number but all to no avail. At this point, I need to say, I felt used, stupid, scared, foolish and trust me, these feelings weren’t helping matters. Mum and dad on their own part, were furious and breathing fire down my back after they found out the whole escapade. In my naivety, and sensing trouble, so I had to tell them. When I was done, we got into the car and headed for the hotel. At the hotel, we enquired from the receptionist about Alex Martins, but she said that there was none by that name according to the visitors’ list.

    After two weeks, I found out I was pregnant.This was the last straw, as my parents made up their mind, as regarding my case. I was to be sent to the village, to stay with my grandparents, thus effectively ending my city life, as all my schooling henceforth, was to be in the village.This marked the beginning of my long process to self-realisation and ‘reality’.

    I need to take a little break, as Ifunaya, my daughter runs up to me, asking that I see her report card. I honestly have tried to hate her, but all I get is me just loving her. She has her father’s facial features but a lot of my mother’s independence and tenacity. Every time I see Ihunaya, and that is for the past six years, I see the tangible seed of my silly mistake.

    I have grown up, a wiser and smarter woman, with a beautiful daughter to go with. Certainly, reality had set in and all my fantasy has evaporated, leaving him with the full weight of life’s reality in its wake.

  • ‘How to translate ideas into reality’

    Behind every successful business is an idea. Some seem simple; others are not. Josephine Okere is helping businesses and entrepreneurs translate their ideas into winning ventures, writes Daniel Essiet.

    A graduate  of Marketing from Federal Polytechnic , Nekede, Imo State, Josephine Okere ‘s main skill is getting the best from  individuals and organisations . She gets paid for driving innovative ideas into successes.

    Her job is to help startups and entrepreneurs translate ideas into businesses and services.

    She started the business with N1000. “The idea for my business came out of my passion of writing alongside marketing. My passion for executing ideas makes me to dabble into innovation consulting,” she said.

    Today, her satisfaction is derived from her numerous clients’ successes. She can build a business from words of mouth, once she is told by clients, colleagues and friends.

    Beside floating ideas, Okere has also found a market where she helps people appraise and rewrite their resumes. What is more, she provides coaching for those searching for a career advancement opportunity. What she does is to help applicants to take their skill sets and position them on their resumes convincingly for employers.  The demand for professional curriculum vitae (CV) is huge.  As competition for most jobs is high, jobseekers are keen to have the best CV possible.  Young applicants and executives need their CVs to be updated from time to time, so there’s regular demand.  She shows candidates which resumes’ styles work best in various disciplines spanning several industries and corporate cultures.

    Her dedication to her clients is her greatest asset.  She takes the time to know her clients and retool their resumes to allow prospective employers get a view of their skills and achievements.

    On the challenge, she said: “I will say some of my failures are not meeting up to deadline when we are at peak seasons, due to staff strength.”

     

  • Affordable homes now a reality

    SIR: It was an interesting experience to physically walk through reasonable living spaces built in Nigeria for less than N3million. What is more interesting is that it has happened in the depressed Nigerian economy;  built with direct local labour in Nasarawa State and 90% of the input was locally produced in Nigeria. In effect, we have here a made in Nigeria home built by Nigerians for Nigerians.

    It had running water, power and built in a gated housing estate, with security and estate management. The roads where not tarred but graded. The roads had an inclined slope for water to run off into a network of gutters to avoid any flooding. There were two maybe three playing fields for kids; various touches of want would make a comfortable, secured estate of 270 affordable homes for Nigerians. I had to continuously remind myself that these units were available for less than N3m and mortgages were available for willing buyers.

    What further pleased me the most is that I recently confirmed that both the Honourable Ministers for Finance and her counterpart in Works, Power and Housing have both visited the site and met with the team who delivered these homes.

    I smile to myself as I dream of a Nigeria where a hundred thousand of these homes are built across Nigeria every year for the next 10 years. That is a million of these homes built across the nation. Before the readers jump down my throat about the possibility of a million homes, let me offer a scenario of 36 locations each building 3,000 homes a year each for 10 years. This will require each state to identify suitable land in each local government and get the development team to put programme in place for these estates to be built.

    Unfortunately, I wake up from this dream and the realities of a Nigeria resetting its economy, looking to stimulate sustainable growth through targeted investment and diversification; I let out a huge sigh and get back to our realities.

    Welcome the Family Homes Fund, a financing initiative by the Ministry of Finance, funding affordable homes for Nigerians, focused on a Made in Nigeria approach! Could it be that my dream is taking seed and might come true? A light at the end of the affordable homes tunnel? In the modern era, where every country is claiming back their identity and turning away from a globalised economy; (Brexit (UK), Brexit Plus Plus (USA)), perhaps the elements are aligned for a housing evolution in Nigeria. An opportunity for internal growth stimulus, employment for the masses, and ultimately Nigerians owning their own affordable homes. We can only just pray that the initiative comes to life and affordable homes become available.

    All in all, today, these homes are real; they exist in Masaka, Nassarawa State. Affordable homes for Nigerians in Masaka. Let us hope we can replicate this across every state in Nigeria. Let us all key into this and keep the affordable homes dream alive.

     

    • 1111,

    Abuja.

  • Biting reality of Buhari government

    SIR: I am a believer in thrusting one’s endeavour in a dynamic state of conceptualized possibilities.  I have been dutifully observing the trajectory of the President Buhari administration.  My submission, so far, is that his economic policies have the potential to resuscitate the living condition of the poor masses of the country on a purest level.  As each day unfolds, I am beginning to second guess my intuitiveness as to whether the big spirit of the president to do the right thing matches the ability of his political underpinning to process the analytical details necessary to materialize his undertaking.

    I live in a progressive town of Umuoji in Anambra State.  My experience recently has duly manifested the realities of the policies of the president.  It has become obvious to me that it is one thing to believe in a stringent economic concept and another thing to witness the hardship entailed in executing it.  The ban on importation of certain food items, especially, rice and the skyrocket of the exchange rate of dollar have created a harsh living situation.  People find themselves in the crazy circus of chasing daily food items at the ordeal of insufficient money in their hand.

    I assist my sister who supplements her business on clothing material with the sale of ice block.  She has lately advised me that she does not sell ice block for N50.00 per bag any longer but N70.00.  Her reason being that the price of the bag she uses for making ice block has doubled.  I immediately took pity on her average customer who does petty trading selling pure water and beverages in our local market.

    The increase in the price of ice block to these mostly market women who are already made wretched by the poor management of the nation’s resources tortured my conscience.  It was difficult for me to mention the additional money to them.  The first old lady that I approached with the change screamed and told me flat out that she will not pay more than she usually does.  Unfortunately for her, my sister insisted that she has no choice but to pay, otherwise, she will be doing the business at a loss.

    Further, she skilfully stated to me that she could not afford to be sentimental because she needed the income to augment her living condition.  She will be the first to tell you that she detests eating Nigerian produced rice with the grains of sand that it contains.  But the sad news is that she cannot even afford the exorbitant price of it at today’s market.  It is now a matter of survival for her to squarely face her customers and unburden the predicament of the new economic reality.

    One can always hope that the intention of a civilized government is right.  But Nigerians know otherwise. They will rather call on their Maker to rescue them in the face of frustration than to trust on their leader.  The hoopla on passing the 2016 budget has come and gone.  One is still waiting for the economic reverberation from its implementation.  Suffice it to say that the agony of that old lady when she was told the new price of a bag of ice block fully expressed the misery of the present Nigerian condition.  And we are still waiting.  Change is never easy but let it be true.

     

    • Pius Okaneme,

    Umuoji, Anambra State.

  • 20 vie for N2m reality show jackpot

    20 vie for N2m reality show jackpot

    TWENTY housemates are to outwit each other to win a N2m prize money in a national rebirth reality show to be anchored by veteran Nollywood actress Patience Ozokwor.

    Tagged ‘Labour Room Reality Show’, the show which kicks off in August in a secret location in Abuja is organised by the national rebirth Project and features 20 participants from across the country. It is the first reality show aimed at reorientation of the Nigerian youths towards nationalism. Isaac Balami, the National Coordinator of the Nigeria Rebirth Project, at a press briefing in Abuja, said the objective of the event was to create employment while attempting to positively change the views of the participants and the Nigerian youth at large about the country.

    “The TV show is the second phase in the series of other initiatives geared towards values and ethics reorientation and stimulation of national economic activities that will position Nigeria as the next super nation,” said Balami.

    “Thoroughly selected Nigerian youths at home and in diaspora from different ethnicities, religious, political and social divides will be subjected to the confines of a ‘Ten Room Mansion’ in a secret location for 60 days.

    “They will be confronted by the harsh realities of living with a stranger from a completely different background and work together to solve real life issues confronting Nigeria and Africa like unemployment, leadership, conflicts and e challenges and promises of the future.”

    According to him, being a contest, housemates risk being eliminated for failing to break through the limitations of several differences other housemates bring to the House.

    The last four housemates will emerge winners of the Labour Room Show and will be going home with $1 million (N200 million) seed capital for a local content driven company.

    According to Balami, plans have been concluded with the endorsement of the show by a number of local and international broadcast media for a global view of the show.

  • Cameron’s remark and the reality

    SIR: If you shut up truth and bury it underground, it will but grow and gather to itself such explosive power that the day it burst through it will blow up everything in its way- Emile Zola.

    Nigeria scenario is like city on a hill that can never be hidden! Nigeria as a country is known for the good the bad and the ugly. This we live with and feel it on a daily basis, hence, the mocking coming from David Cameron, the British Prime Minister.

    Days before the anti-corruption summit that President Muhammadu Buhari was expected to give a keynote address, Cameron described Nigeria and Afghanistan as ‘fantastically corrupt “. But it did not occur to Cameron that British started it all, from the colonial era where both human and material resources were siphoned and then acting as a ‘safe haven” for criminally-minded Nigerians.

    Of course the president has responded to Cameron’s unholy comment by saying he was not going to demand for apology but rather that the looted fund in Britain be returned to Nigeria. You can insult us, but give us our cash. Good response anyway…

    President Buhari rode into office through his perceived no nonsense principles and integrity.  His vision came to fulfilment at a time stealing was defined as not corruption in Nigeria; a time when  mind-boggling and heart quaking revelations of the looting of trillions of naira pension funds, NNPC and funds allocated for ammunition to fight Boko Haram.

    Nigeria is fantastically corrupt; what is new about that? Are Nigerian leaders not truly and fantastically corrupt? Is there corruption still not going on in the oil sector? Where are the Panama guys; or the series of inconclusive elections and the budget padding all happened in the recent time? We heard of diversion of fuel to Chad and Cameron leading to scarcity in the land; what about the untold hardship that Nigerians have suffered since the inception of this administration? Marketers celebrate at the new fuel pump price while the poor masses weep for the additional burden. Nigerians are asking whether there is any difference between Jonathan government and Buhari’s. So, there’s nothing like “looking at an old snapshot of Nigeria” as Garba Shehu, Senior Special Assistant to Buhari on media puts it.

    Truth must be told, Nigeria under President Buhari must build institutional capacity to fight corruption. Mere arrest and jail or plea bargain as it is at the moment is like digging a shallow grave; it will not stand the test of time.

    I don’t see any reason why we should criticize Cameron. Have Nigerians forgotten so soon the salacious stories being told by the President of corruption perpetuated under previous administration? The continuous flogging of unsubstantiated corruption figures gives Nigeria a bad image in the eyes of the world. The president is duty-bound to protect and market the image of the country while he preaches the gospel of change at home and abroad. So, the mocking from Cameron and others shouldn’t be a thing of concern.

     

    • Alifia Sunday,

    Ilorin, Kwara State.

  • Spread Entertainment launches ‘The Icon Reality Music Show’

    Spread Entertainment launches ‘The Icon Reality Music Show’

    In a bid to re-shape the Nigerian music industry, promote content and quality in the present Nigerian music industry, Spread Entertainment Limited has launched ‘The Icon Reality Music Project’, a music talent hunt competition, aimed at turning out complete musicians who are talented not just vocally, but also in song writing, arrangement and instrumentation.

    At the recent launch of the Icon Music Reality show at De Dome Event Centre, Enugu, Enugu State, Mr. Peter Anokwu, Project Director of Spread Entertainment disclosed that the winner of the first edition (Season One) of ‘The Icon Reality’ will win a grand prize of a brand new customized IVM G6 SUV, a recording deal with an international record label and a chance to perform at the WEDEXPO 2016 in Amsterdam and the PMAN awards in Dubai, UAE in 2016. There will also be prizes for contestants with the best song writing abilities, the best instrumentation and the best vocalist.

    Sunny Neji, popular Afro-Highlife musician and one of the Judges of the competition said that the project will have positive impact on Nigerian youths.

    “The advent of technology has made our musicians to abandon the basic essentials of music,” said the ‘Oruka’ crooner.

    “In actual fact, many of our musicians lack stage craft, a downside to our burgeoning music industry that has ensured that a sizeable percentage of our musicians apart from recording their songs in the studio, cannot give world class performances on stage.”

    The competition which is open to all will see contestants picked from five zones; Enugu, Owerri, Port Harcourt, Abuja and Lagos. And after various stages of screening and elimination processes, the final four will be selected through publicparticipation votes to the Grand finale at De Dome.

    Contestants are expected to completed the registration form and upload a 60 second video/audio recording of their performance while singing, playing a musical instrument or doing both unto ‘The Icon Reality’ website (www.theiconreality.com).

    These videos/audio recording will be used for stage one of screening. Successful contestants will be invited to stage two for further screening at the zonal level. Four contestants will emerge from each zone to represent their zone at the main boot camp in Enugu where they will be lodged at The ICON House. Each contestant will have to carry out various tasks while being tutored by dedicated musical instructors. The winner will emerge after other contestants must have been evicted via weekly eviction shows before a live studio audience.

     

  • My fictions are based on reality’

    My fictions are based on reality’

    Ikechukwu Njoku has just graduated from the Department of Biochemistry at the Enugu State University of Science and Technology (ESUT). Despite his science orientation, he has a flair for creative writing and has written a fiction book. He tells KINGSLEY AMATANWEZE (Material and Metallurgical Engineering) what inspires his writing.

    When did you discover you have a flair for writing?

    I discovered my talents when I was young. Precisely, I was 14 years old when I found out that I could write. Since then, I have been developing the talent.

    Which area of writing do you have your passion?

    My passion is in fiction writing. Although I also engage in general article writing but I have flair for fictions.

    How many fiction books have you written so far?

    I have four completed novels. One of them, Tale of a crying dog, was published last year. The book has 197 pages. The three others are yet to be published, because I am still working on them. I write every day to update the remaining books.

    What inspires your writings?

    I am inspired by the happenings in the county and situations around me. All my writings are based on true-life stories and experiences of people. So, I use my fictions to address the challenges for authorities to be aware of such conditions.

    What are your goals as a writer?

    The goal of every writer, to me, is for everybody in the world to have a copy of his book. But, my goal is quite different from that. I want to inspire people, especially the youth, through my writings.

    What are the challenges you are facing in writing?

    As a writer, one is bound to face many challenges. Sometimes, when I write in the night, my parent would be bothered and they would ask me to go to bed. Sometimes, you may be looking for inspiration and start going from one place to another. And another time, I discovered I was not studying my books any longer, because I excessively engaged myself in writing. But with God, I am surmounting every challenge that I have been facing.

    How were you able to combine Biochemistry with your literary engagement?

    It was not easy for me, because these are distinct intellectual endeavours. But, with the help of God, I could combine both excellently. At a time, it was a challenge for me. I did pray over it, because it was actually not easy at a point. I thank God surmounted the challenge.

    Do you wish you had studied literature in the university?

    I do not regret studying Biochemistry, because from the outset, my dream had been to become a professional in biological science field. To me, writing is a natural gift, which is endowed in me by God.

    Who is your role model?

    My role models are Chinua Achebe and my mother. I love Achebe’s style of writing, while my mother motivates me.

    What is your advice to budding writers like you?

    They should not relent. They should keep writing and never be discouraged. God knows why he gave us the potentials and we must fulfil it to the glory of God.

    Where do you see yourself in the next five years?

    I want to see myself as a prominent writer and see my works in every parts of the world.

     

  • PDP: Time to face reality

    In the last elections, the Peoples Democratic Party, (PDP), the party that has ruled the country for 16 years since the advent of the Fourth Republic in 1999, was disgraced at the polls by the rival opposition party, the All Progressives Congress, APC. That scandalous defeat of a ruling party that had boasted to high heavens that it was capable of ruling the country for at least 60 unbroken years has now almost torn the party into shreds. The defeat, though much expected by political pundits, seems to have caught those at the helms of affairs in the party by surprise. Now, the party bigwigs are enthralled in a trajectory of sleepless nights.

    The party is currently embroiled in a crisis of confidence which has reached a boiling point. At the centre of the crisis is the national chairman of the party, Adamu Mu’azu,  on the one hand, and other members of the National Working Committee, NWC, who have come under tremendous pressure to abdicate office on account of the poor showing of the party in the last elections. Many of the aggrieved party members including some state governors are united in the clamour for the party leaders to leave the scene. But the leaders have vowed not to cave in without a fight.

    As usual, the media is awash with accusations and counter-accusations. While the accusations are predicated on why the leaders should throw in the towel after leading the party to a disastrous defeat in the elections, the leaders themselves are holding on to the constitution of the party which empowers them to be in office until the next national convention of the party which comes up in a year or two from now. But the warring members think this is mere balderdash. The consequence of this is that both sides are, at the moment, holding on to their gunpowder.

    As the May 29 handover date approaches, senior members of the party comprising governors and associates of President Goodluck Jonathan have perfected a grand plan to ratchet up the pressure on Mu’azu. The governors and Jonathan’s closest aides have been in a long-drawn battle with the NWC with both sides trading blames over who was (more) responsible for the party’s poor outing at the just-concluded elections. Top on the list are allegations of betrayal and diversion of campaign funds which are being peddled by both sides. Not even the president’s directive that the warring members should stop trading words in the media because it could escalate the crisis the party is facing, has been able to douse the raging storm. The president’s charge has simply been largely ignored.

    The fact remains that the governors and Jonathan’s trusted aides who are up in arms, seem to have vowed that they would not stay in the same party with either Mu’azu or members of the NWC as presently constituted. The issue seems to have been aggravated by the outcome of the recent elections in Britain. In the aftermath of the elections, those rooting for the removal or resignation of the PDP leaders have been justifying their stance against the backdrop of the resignations of leaders of the Labour Party, Liberal Democrats and others in the United Kingdom following the failings of the parties at the UK general election which was held towards the tail end of last week.

    In what looks like a confirmation of the high-level resolution and determination of some of the PDP governors and party leaders to see to Mu’azu’s exit, Babangida Aliyu, the loquacious governor of Niger State, has joined Ayodele Fayose, his Ekiti State counterpart, in urging the NWC to emulate the British political leaders who resigned after leading their parties to defeat in last Thursday’s election.  Aliyu said any leader that leads his political party to defeat as it was in the case of PDP, is supposed to resign. As he puts it: “It is unfortunate that people had to be called to resign. The leaders are supposed to voluntarily resign their positions for the loss at the just concluded general election. It is unfair that they are threatening to form a factional PDP because they were asked to resign”. The governor noted that morality and principle were key attributes the PDP must imbibe to succeed for future elections, adding that what happened in the United Kingdom election last Thursday was a reflection of morality and principle, which must be brought to the Nigerian polity.

    In the last eight years of Aliyu’s stewardship as the governor of Niger State, he has consistently portrayed himself as a man who fires from all cylinders. Sometimes, he gets himself entangled in unnecessary and avoidable controversies. In this recent outburst, what Governor Aliyu fails to understand is that morality and principle have never been found in the DNA of the average politician in Nigeria. In other words, it is alien in this clime. Aliyu himself alluded to this many months back at the heat of the electioneering campaigns when he openly declared that there are no saints in politics, although he was to recant this later in the face of a deluge of criticism that greeted that speech.

    With the accusation of the embezzlement of campaign funds and the ease with which Nigerian politicians jump from one party to another like a woman changing wrappers, it is clear that there is nothing like morality or principle among them. Even the current crisis in which the PDP leadership is enmeshed is due to the fact that the leaders involved are either shameless or they lack principles and morality. Mu’azu and the others at the hierarchy of the party may hold on to their offices by hook or crook for the time being, but it is certain that come what may, they would soon be flushed out from their present comfort zones because they have failed to provide the needed leadership when it matters most. And there are no two ways about that.

    However, one thing that is clear is that the APC, a rainbow coalition of opposition parties that had been on the sidelines of national politics for the past 16 years, has learnt a lot from its seemingly weak position of yester-years and therefore, converted these weaknesses to strength through well-thought out and good campaign. The party’s victory did not come overnight. It is the climax and reward for a painstaking campaign at a time the people were crying for a change in the leadership of the country.

    Winning elections is certainly one of the things any political party will always wish for. But sometimes, it is not as simple as that. In every election, for the winners, it is a beautiful thing to behold; as for the losers, it inflicts a permanent nightmare of sort. That is, perhaps, the situation in which the PDP as the losing party at the last election, has suddenly found itself. Surprisingly, as it is, there appear to be too many contending interests in the party, all jostling to take control of the moribund party machinery. With the current fratricidal war in the PDP, it is doubtful if any lesson has been learnt at all from the party’s unimpressive outing in the last elections. Already, the party is seriously polarized along primordial lines. The major challenge now facing the party is to prevent itself from imminent extinction. Therefore, my unsolicited advice is for the party to quickly close ranks and settle down to its new role as an opposition party rather than crying over spilled milk.

    For a party that has over the years been calling the shots and dictating the tune, playing opposition may be quite a difficult task. The truth is that the party leaders should realise that the merriment is simply over!

    ‘With the current fratricidal war in the PDP, it is doubtful if any lesson has been learnt at all from the party’s unimpressive outing in the last elections’

     

  • Sustaining brand leadership with reality shows

    In the beginning, advertisers explored conventional means, such as direct advertising on TV, radio and billboards, to build awareness for their brands. But the evolution of integrated marketing communication has enhanced brand promotion beyond those platforms. Now, reality shows, a modern day point of engaging consumers and customers, which became popular in 1940s when the first ‘reality show’ was conceived, has come to stay as a brand promotion platform.

    Brand managers who are under pressure to enhance return-on-marketing budget investment, seeing that the platform has continued to work for so many brands because of its entertainment appeal, are saving their jobs by adopting reality shows. Successful brands leverage on it to promote their value proposition through ‘product placement.’ For example, a report once revealed how the American reality show The Biggest Loser promoted 6,248 brands, while the American Idol promoted 4,636 products so far.

    The just ‘Star the Winner Is’, hosted by Uti Nwachukwu, a winner of Big Brother Africa, is one of the latest shows that is built to sustain the brand leadership of the Star larger beer. The show was seen by many observers as completely different from what Nigerians were familiar with.  According to CEO of Kush Media, Yemi Kushimo, it showed originality and this will build consumer believe on the brands on whose brand name the show was tagged.  “There are many reality shows in Nigeria but when a show is not original it will fail the test of the marketing objective but a reality shows should be real and builds a belief in the minds of the target market.  ‘Star the Winner’ is real and captivating. It further confirmed the position of the brand in the market. Over the years, Star has identified with the best of music and the best of personalities in the entertainment industry,” said Kushimo.

    Before the reality show, the Nigerian Breweries’ brand has associated with major music shows in Nigeria.  Some of such shows include; Star Quest, Star Mega Jam and the nationwide concert tour; Star Music Trek. Through all these and the recent reality TV, Star has thus pioneered a new vista in entertainment TV with the innovative combo of music and games guaranteed to thrill Nigerian viewers and sustain its brand leadership in the larger beer market.

    The Marketing Manager, Alcoholic drinks, Nigerian Breweries, Tokunbo Adodo said: “Before the show premiered for the first time this season, we promised reality TV lovers nationwide a nail-biting, nerve wrecking and exciting three months and I am sure that everyone can attest to the fact that we made good the promise. Star is a foremost supporter of the Nigerian music industry, and Star the Winner Is has provided yet another interesting platform to further entrench our stand as advocates of music talents in Nigeria, We are truly proud of Michael Achu as winner of this maiden season and we urge him to spend his winnings industriously”.

    With the quality of the reality show and the volume of encomium that trailed it, Star and its promoters might have scored another goal in their continued effort to consolidate on the leadership of the brand in the beer market. The company has proved that building a brand-driven culture is a lifelong commitment to a mindset and a way of life that takes time and planning to hook on to customers.

    Star the Winner Is, has an unusual twist, that allowed contestants to negotiate with opponents, after each singing duel rounds, whether to get out of the contest by walking away with a smaller sum of money compared to the grand prize of 10 Million Naira and a Car. Another exceptional feature of the show is an unusual 101-jury member who sat in each episode and vote based on contestants performances in each duel round, leaving a final winner for the episode. Ten contestants made it to the semi-final rounds, while 2 wild card contestants joined the list to make it 12 semi-finalists. They all battled for 10million naira and a brand new car.

    After weeks of intense competition, Michael Achu emerged as the maiden victor of the music game show.  He was crowned in Lagos and was given the key to a brand new 2014 Volkswagen CC. the climax of the final show was when Achu was rewarded with a whooping sum of ten million naira. This experience according to experts makes a reality show sustain a brands leadership in the market as a result of its delivery on promise to participants and the belief it created in the minds of the target market.