Omolabake Fasogbon
Beverage brand, Hero Lager has announced its latest campaign tagged, ‘Igba Boi Tour’ to support apprentice in the eastern part of the country. The apprentice under the “Igba Boi scheme” and in their final year would be supported with N50 million worth of seed capital, mentorship, and business grants
Announcing the campaign in Onitsha, Anambra State recently, Marketing Director of International Breweries Plc, Tolulope Adedeji explained that the Igba Boi Campaign Tour is a follow up to current brand campaign, Aha Gi Efula and Hero’s Walk documentary which tell the story of the Igbo apprenticeship system.
She noted that two current campaigns have been viewed by over one million persons on YouTube.
She said, “Through the Aha Gi Efula (May Your Name Never Be Lost) campaign, we inspired our consumers to aspire for success and encouraged them to strive to leave lasting legacies. The campaign also served as a reminder and boost to the courage, resilience, hard work, and persistent nature of Nigeria’s young men and women.
“With the Igba Boi campaign, we are going one step further to entrench the Igbo apprenticeship culture by beaming the spotlight on the apprentices, ‘Umu Bois’ without whom the culture would cease to exist; by catalysing their journey to independence and entrepreneurship success through mentorship, award of grants, and business advisory.”
Providing more explanation, Marketing Manager of the firm, Margaret Igabali said that the firm would embark on a tour of major Igbo markets across the country to invite the apprentices known as ‘Umu Bois’ to submit their entries for consideration in conjunction with their trade masters.
Some of the markets to be toured included: Ogbaru main market, Onitsha;Nkwo Nnewi Market, Awka; Coal Camp Market, Enugu; Alaba International Market, Owerri; Ariaria International Market, Aba; and Alaba International Market, Lagos.
“A rigorous selection process will follow the collection of entries to ensure that only those who have a maximum of six months left to serve and have proven to be worthy trainees over the years are selected.
“Over 300 apprentices across the six markets will receive a 2-day training and mentorship programme, business name registration with the Corporate Affairs Commission, business account opening and also participate in a grant worth N50 million to kickstart their entrepreneurship journey,” Igabali promised.
According to her,the Igba Boi campaign which is opened to 18 years and above person will run from September to December 2021.
