Rite Foods connects with young Nigerians through music, moments and
memorable brand engagement
BIGI and Fearless Energy Drink are redefining youth engagement by
transforming campus activations into immersive consumer experiences
through Soundcity On Tour 2026.
The nationwide tour, which will visit 20 tertiary institutions, is
bringing music, entertainment, talent discovery and brand interaction
closer to thousands of Nigerian students.
For BIGI and Fearless, the partnership represents a shift from
traditional brand communication to experience-led engagement —
creating moments where consumers do not just see brands but actively
participate in them.
Across campuses, students are experiencing live performances,
competitions, talent showcases and interactive activities designed
around their interests, passions and lifestyle.
At the University of Lagos, more than 5,000 students attended the tour
despite rainfall, enjoying performances from leading artistes while
participating in activities including the BIGI Music Competition, which
offered prizes worth over ₦5 million, including scholarships.
The initiative builds on BIGI’s reputation for connecting with
consumers through entertainment and youth-focused platforms, including
its sponsorship of Nigerian Idol, which has supported music talent
discovery over multiple seasons.
Toyin Nnodi, Head of Marketing, Rite Foods Limited, said:
“Today’s consumers want brands that understand them and create
experiences they can be part of. Through BIGI and Fearless, we are
building stronger emotional connections by bringing entertainment,
creativity and opportunities directly to young Nigerians.”
As Soundcity On Tour moves to the University of Port Harcourt and other
campuses, BIGI and Fearless continue to demonstrate that meaningful
consumer relationships are built not only through products, but through
shared experiences.
