Indomie Scales up Investment in Culture, Tourism

 Omolabake Fasogbon

Foremost noodles brand, Indomie has strengthened support for local culture and tourism through sponsorship of the Abuja Carnival which held recently to showcase and celebrate Nigeria’s rich cultural heritage. 

Being the headline sponsor, the noodles brand demonstrated its support through varying activities that   brought the carnival to life and captivated audiences with engaging activities and treats. 

The carnival which returned in colour after an eight-year hiatus showcased Nigeria’s diverse culture by way of a street parade, display of traditional attire, and dance performance, immersing attendees in a world of tradition and modernity. 

In addition to promoting culture and tourism, the festival was a prime platform where businesses engaged with diverse audience and forged new partnership. 

Commenting, the Marketing Manager of the brand, Oluwaponmile Alabi stated that the sponsorship of the carnival further exemplifies the brand’s commitment to supporting local communities and contributing to the nation’s economic growth

She said, “As a family brand, we are more than just a meal, our participation in the carnival is a part of our way of bringing people together, resonating with what matters most to Nigerians. Being part of this historic celebration reaffirms our commitment to fostering unity and celebrating our rich and diverse heritage. Every bowl of Indomie served here is a symbol of our shared identity and culture”.

 He further enlightened on the need for brands to evolve to remain in the spotlight, noting that Indomie has always explored innovative solutions to connect with consumers. 

 “For us, culture is the heartbeat of every Nigerian’s way of life, and it’s the perfect bridge to deepen this connection. While we’ve long been associated with mothers and children, we’re stepping into next year with a renewed focus—aligning our flavors and identity with the vibrant culture that defines Nigeria, “he said.