TURU UGO LOTA: LIFE BEER CAPTURES THE ESSENCE OF IGBO CULTURE AND THE LEGACY OF IMU AHIA

The Igbo people of South-Eastern Nigeria are known for their rich cultural heritage, strong work ethics, and a keen focus on communal progress. One of the central elements of this culture is the tradition of Imu Ahia, a unique apprenticeship system that has been passed down through generations and has also been adapted to the modern world. Some call it “internship”, others call it “training”. This mode of education and development is now common in various vocations and professions. Some academic institutions have also adopted this apprenticeship model as a graduation requirement. As a result, the system has become an inspiration for skill development and entrepreneurship initiatives worldwide.

Imu Ahia has not only impacted the world but has made significant contributions to the Nigerian ecosystem. This popular practice has given rise to numerous successful entrepreneurs who have impacted the Nigerian economy. According to a 2016 report by the National Bureau of Statistics (NBS), micro, small, and medium enterprises (MSMEs) in Nigeria account for about 96% of businesses and 84% of employment, the Igbo apprenticeship system plays an essential role in fostering entrepreneurship. This has also helped reduce unemployment rates in the country. By providing young individuals with valuable skills and mentorship, the apprenticeship system equips them with the tools to establish their own businesses, thereby creating job opportunities for others. This ripple effect ultimately contributes to decreased unemployment and fosters a more robust and thriving economy in Nigeria.

Life Continental Lager Beer in its recently launched TV commercial, Turu Ugo Lota 2.0, beautifully captures the essence of the Igbo people and their commitment to bringing home the glory through Imu Ahia.

Igbo Culture: A Legacy of Diligence and Progress

Since the civil war, the Igbo people have demonstrated resilience in reconstructing their lives from the ground up. In the process, they have cultivated and reinforced values of hard work and diligence, transmitting these virtues across successive generations to sustain their legacy.
They have consistently exhibited pride in their progress, portraying diligence and a peculiar drive for success. As a community, they value hard work and determination which has given them the strength to rise above challenges and continue thriving.

This focus on progress has propelled the Igbo people to overcome challenges and adapt to changing circumstances, ensuring their sustained growth and prosperity.
The value of diligence is evident as they are focused on instilling it in members of the younger generation through Imu Ahia. From a young age, individuals are taught to be industrious and dedicated to their endeavours, whether in education, business, or craftsmanship. Through Imu Ahia, the older generation passes the baton of progress to the younger ones, fostering a strong sense of community and continuity. This serves as a means of contributing to the welfare of the community at large.

Over the years, Life Beer commercials have showcased the joy and excellence of the Igbo culture through elements such as lifestyle, music, community, and values, while celebrating the tradition and achievements of the Igbo people.

Turu Ugo Lota 1.0: Bringing Home the Glory

The Turu Ugo Lota 1.0 commercial showcases the journey of the Igbo people, portraying their resilience and determination to overcome adversity. The “Bring Home the Glory” message resonates with everyday Igbos, serving as a reminder of their collective strength and resourcefulness. This powerful message inspires individuals to persevere through challenging circumstances and contribute to the progress and development of their communities. As a result, these individuals make significant contributions to the progress and development of their communities, fostering a sense of unity and purpose among the Igbo people.
Turu Ugo Lota 1.0 also served as a call to action, encouraging viewers to embrace the values of hard work, determination, and collaboration. This commercial served as an enduring symbol of hope and resilience, reflecting the unwavering commitment of the Igbo people to rise above their circumstances and build a brighter future for themselves and their communities.

Turu Ugo Lota 2.0: The Value of Imu Ahia

Building on the success of Turu Ugo Lota 1.0, Life Beer’s recent commercial focuses on the Igbo apprenticeship system, Imu Ahia. This involves experienced individuals mentoring and training apprentices in various trades and crafts, fostering skill development and entrepreneurial spirits. The transmission of knowledge, values, and work ethics from one generation to the next perpetuates the culture of diligence and progress. This unique value plays a vital role in the preservation and transmission of the skills, knowledge, and work ethics that make the Igbo culture.

This theme is depicted in the commercial, as a young man embarks on a journey away from home in search of his glory. Through dedication and hard work, he establishes a thriving business and returns home to celebrate his achievements, thus, “bringing home the glory.”
Turu Ugo Lota 2.0 highlights Imu Ahia as an essential mechanism for achieving progress and “bringing home the glory.” By promoting the apprenticeship system, the commercial underscores the importance of shared knowledge, mentorship, and intergenerational collaboration.

Brewing Success: Life Beer’s Contribution to Sustaining the Igbo Legacy

The narrative of Turu Ugo Lota emphasises the power of the Igbo community to overcome challenges and achieve success through collective effort. Life Beer understands the significance of this cultural heritage and has chosen to showcase the Igbo culture in its campaigns to encourage the Igbo people and foster unity, irrespective of their location. Whether in Owerri, Lagos, Enugu, or Onitsha, a bottle of Life Lager Beer is a symbol of togetherness; bringing the people closer as they celebrate their progress in life. The commercial also serves as a poignant reminder of the importance of preserving and passing on the vibrant Igbo culture and values, ensuring that the legacy is sustained for generations to come.