THE management of International Breweries Plc, brewer of Hero Lager Beer, has explained that its decision to launch its latest entertainment platform, People’s Hero Initiative, is to enhance careers of rising music talents from the South East and South South, by transforming then from regional heroes to national and international prominence, via its platforms.
An offshoot of Hero Lager’s Uru Dia Campaign, the People’s Hero Initiative seeks to recognise and reward the worth within the brand’s consumers, and give the fast-rising artistes the much-needed platform, funding, and mentoring to navigate the daunting journey to acceptance and recognition in the music industry.
Speaking at the platform unveil in Lagos, over the weekend, the Marketing Director, International Breweries Plc, Bamise Oyegbami, explained that the term “Uru Dia” alludes to recognising the worth ‘within’, which forms the basis of what Hero Lager hopes to achieve with the campaign.
He explained that the lager brand, via the People’s Hero Initiative, is standing firmly behind creatives, still on their journey to earning the acknowledgement and recognition they deserve.
Providing more insight about the new initiative, Marketing Manager, Hero Lager, Dubem Orji described the Uru Dia campaign as another expression of the brand’s belief that every hard-working Nigerian deserves to be recognized and rewarded for their effort.
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