RADIO LAIF

The average South Easterner is driven by the motivation to achieve at the same time as his peers. Given the hardship and testing nature of the post-lockdown clime, the “Turu Ugo Lota” campaign served as a rallying call for the Igbo consumer to look beyond the challenges ahead and make progress. It sought to remind them of a time when as a people, they were able to overcome and make a name for themselves; when their fathers never gave up, coming from the impossible. It was a commercial that encouraged them to go out and Bring Home the Glory.