OPINION – Ojude Oba: The Power of Culture in Connecting Brands to Consumers

You could feel it in the air. The colours, the rhythm, the regality. Ojude Oba 2025 roared to life like a cultural lion awakened and this year, brands came prepared.

It’s no surprise that more brands showed up this year. In fact, I’d have been shocked if they didn’t. Newcomers and heritage brands like Glo, FCMB, Flour Mills and more, draped themselves in aso-oke and strategy, eager to tap into something deeper than impressions and GRPs. Culture.

Ojude Oba (The King’s Forecourt) is more than a festival. It is the living, breathing spirit of the Ijebu people on full display, a vibrant tribute to the Awujale, the paramount king of Ijebuland. It’s an intoxicating mix of horse-riding royalty, flamboyant fashion, pulsating drumbeats, and intergenerational pride. It is Nigeria, undiluted.

But let’s rewind a bit.

Last year, the world tilted ever so slightly when Farooq Oreagba—financial expert turned unexpected cultural icon, rode into the Ojude Oba grounds and stole the nation’s heart. With his now-iconic sunglasses, beaded cane, and unmistakable charisma, he was dubbed “Mr. Steeze” and, just like that, the festival reached a new level of cultural relevance and global attention.

So this year? We saw it coming. A storm of anticipation and Ojude Oba 2025 delivered. Big.

Here’s what’s important: What happened in Ijebu Ode isn’t just folklore for Instagram reels. It’s a business case.

Nigeria is bursting at the seams with festivals, each one a powerful portal into the soul of a people. The New Yam Festival and August Meeting in the East. The Durbar and Argungu Fishing Festival in the North. They are not just community traditions; they are brand strategy goldmines. These festivals are the emotional fibre that binds Nigerians to our heritage, our land, and to one another.

Now think about it, what are brands really trying to do? Build authentic connections. Cultivate trust. Embed themselves in the consumer’s lifestyle. What better way to do that than by aligning with the culture that already lives in people’s hearts?

In a cluttered market like Nigeria, where the average consumer is bombarded with messages every waking minute, tapping into culture isn’t just a marketing tactic. It’s a competitive advantage.

So here’s the charge: Let’s move beyond sponsorship logos and start co-creating cultural experiences. Let’s move beyond visibility and lean into relevance. Culture is not a costume you wear for one day. It’s a long-term relationship.

For brands brave enough to embed themselves in these festivals, not just as spectators, but as co-celebrants, the reward is not just consumer love. It’s legacy.

Welcome to the new frontier of brand building in Nigeria. It’s loud. It’s proud. It’s cultural.

And trust me, it works.