Dr. Tunji Olugbodi, Executive Vice Chairman and Group Chief Executive Officer of Verdant Zeal Group, has called on brands to embrace cultural authenticity in their storytelling, warning that many campaigns set in Nigeria fail to resonate because they lack genuine Nigerian context.
Speaking on the importance of cultural relevance in marketing communications, Olugbodi noted that while locations may appear familiar, the language, experiences, and aspirations often feel disconnected from the people brands seek to reach.
“Telling a Nigerian story doesn’t mean inserting Pidgin, an Owambe scene, or a popular phrase into every campaign. It means understanding the context behind them,” he explained.
According to him, Nigeria’s humour, proverbs, music, resilience, and everyday interactions reveal how citizens interpret life, relationships, success, and even hardship. Campaigns that reflect these realities, he said, feel natural and relatable, allowing people to recognise themselves without the brand trying too hard.
Olugbodi stressed that cultural relevance is not decoration but a business advantage, as stories grounded in real experiences are easier to remember, discuss, and share. Such campaigns, he added, help brands move from being outsiders to becoming meaningful participants within the culture.
“Our stories should sound Nigerian because they reflect Nigerian lives, not because they contain the latest slang,” he concluded.
His remarks challenge marketers to rethink their approach and ensure that brand narratives are rooted in the lived experiences of Nigerians, thereby strengthening emotional connection and long-term loyalty.
