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Amstel Malta Flags Off ‘Why Add More’ Campaign.

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Amstel Why Add More

Amstel Malta, one of the leading malt brands from the stable of Nigerian Breweries Plc (the foremost brewing company), recently launched a new credential campaign tagged Why Add More.

The Campaign which is currently storming the airwaves and billboards across the country was introduced to re-inforce the brand’s positioning as the Premium Malt Drink, with an Original Formulation that contains Less Sugar and is enriched with essential vitamins and minerals.

The campaign leverages relatable metaphors and humor to portray the idea that adding more unnecessarily, could spoil the balance.

The TV commercial shows a wedding reception scenario, where the best man gives an eloquent speech which should have ended with a toast to the bride and groom but instead decides to add more, unnecessary entertainment, which did not go well with the celebrants and guests.

In referencing the campaign, The Portfolio Manager – Non Alcoholic Drinks, Nigerian Breweries, Mr.Olayinka Bakare said “The Why Add More campaign, touches on a fundamental truth about our esteemed consumers and the Amstel Malta Brand. The campaign is truly world class and will further re-enforce Amstel Malta’s place as the Premium Malt Drink, with an Original formulation that contains Less Sugar and is enriched with vitamins and minerals” he stated.

Through this campaign, Amstel Malta educates consumers on the delicate balance of its original malt formulation, which contains less sugarbut with all the full taste theycan enjoy. It also strengthens the brand’s positioning,of “Being the Best One Can Be”, in unique and truly distinctive way.

Analyzing the campaign message, as it relates to everyday fashion, Ruth Osime, Editor, ThisDay Style expressed the importance of building internal confidence rather than placing too much emphasis on the outlook.

Osime said: “Your inner confidence is a reflection of how you look outside. You do not have to wear large overbearing accessories before you can tell your fashion story. It is important you stay happy inside you.”

Ngozi Princewill-Utchay, CEO, Artelier Lifestyle Consultants, advised against over-indulgence or excessive eating. She opined that “our body knows when we have had enough…but many people do abuse their bodies by over-indulging.” In her concluding note, she emphasized that less is indeed more and there is no need adding more unnecessarily.

According to Mr. Chidike Oluaoha, the Senior Brand Manager – Amstel Malta: “The Why Add More campaign re-enforces the less sugar positioning of Amstel Malta compared to other mainstream malt brands, whilst emphasizing the importanceof not adding more unnecessarily. Knowing the right balance is a vital fact of life as is the case in fashion, style, wedding, sports, etc.” he said.

Kufre Ekanem, Corporate Affairs Adviser pointed out that the target of the new Amstel Malta Why Add More campaign is to inspire consumers towards enhancing their overall wellbeing.

BIG STORY

Dapo Opayinka: UK-Based Bilingual Nollywood Actor Bridging Cultures Through Stage And Screen

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Dapo Opayinka stands as a shining example of a UK-based bilingual Nollywood actor whose personal brand is grounded in versatility, cultural authenticity, and a deep commitment to storytelling.

Trained at the renowned London Drama School, Dapo’s career began on the theatre stage where he honed his craft under the spotlight of British-Nigerian productions.

He brought charisma and depth to his performances as Mallam Gaskiya in Ola Rotimi’s satire ‘Our Husband Has Gone Mad Again’ and as Gbonka in the Yoruba tragedy ‘The Gods Are Not to Blame’.

His role as Etieno, a Kenyan freedom fighter in Lydia Ollets’ ‘Darkest Hour to Victory’, showcased his range and ability to embody characters with historical and emotional gravity.

As a UK-based actor with deep Nigerian roots, Dapo has successfully crossed over into the dynamic world of Nollywood.

His on-screen credits include critically acclaimed titles like ‘Basira in London’ with Eniola Badmus, TY Moore’s ‘Captivated’, and popular streaming releases such as ‘My London Slaves’ and ‘Sista Sista’.

He also starred in the TV series ‘Apostle Do Good’, produced by Toyin Moore and aired on the UK’s first Black entertainment channel, Ben TV on Sky, where he played a lead supporting role that endeared him to a diverse audience.

Known for his impeccable command of both English and Yoruba, Dapo is also a charismatic Master of Ceremonies, making him the go-to host for diasporic cultural and entertainment events across Europe.

Beyond acting, Dapo is a storyteller in the truest sense; an emerging filmmaker who has produced four independent films: ‘The Actor’, ‘The Passport’, ‘Amuwa’, and ‘Apeje’.

Each of these projects reflects his vision of creating socially relevant, culturally rooted stories for global consumption. His current pre-production work on ‘The Telepath’ promises to push creative boundaries even further.

Dapo’s latest screen appearance in the forthcoming film ‘Ireke Movie’, which had a private viewing at the Cannes Film Festival, is poised to take his brand global ahead of its 25 July 2025 worldwide release.

He is not just acting in films; he is helping shape the very identity of UK-based Nollywood.

His growing reputation as a respected creative voice within the diaspora positions him as a key figure in the next generation of African cinematic storytellers abroad.

Dapo’s experience, bilingual fluency, stage presence, and production portfolio make his brand distinct and indispensable.

“As a performer and filmmaker, I believe our stories deserve the world stage. My aim is to connect the African experience with universal emotions through characters that feel real, relevant, and respected,” says Dapo Opayinka.

With a growing body of work and an unrelenting drive to elevate African voices, Dapo Opayinka is not only a UK-based bilingual Nollywood actor. He is a cultural bridge-builder, creative entrepreneur, and bold voice in the future of global African storytelling.

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BIG STORY

Governor Lucky Aiyedatiwa Endorses Laffmattazz, Says Ondo State Is Safe For Tourism And Entertainment [PHOTOS]

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The Executive Governor of Ondo State, His Excellency Lucky Aiyedatiwa has endorsed Laffmattazz with Gbenga Adeyinka and Friends.

Governor Aiyedatiwa who received Gbenga Adeyinka, the Grand Comedian of the Nigeria (GCON) on Tuesday, 3 June 2025, expressed his endorsement of the show and said the state is happy to host Laffmattazz with Gbenga Adeyinka and Friends at the FMT Events Center, Ala Quarters, Akure on Thursday, June 12.

Governor Aiyedatiwa while pulling his weight behind the comedy event, disclosed that Ondo State is a safe haven for tourism and entertainment, thereby promising to work with the organisers to reel out a successful show.

The ‘Sho Le’ crooner, Sean Tizzle will lead the repertoire of musical performances including Oyomesi, Abbey Awesome, Lekzido, Ruby, Miko Fridan and JP3PLE2.

Talented comedians on the bill are; Omobaba, Bash, Erekere, Baba Alariya, Kojah Kage, ATM, Chi Young, General Olak, Dr Spencer, Dr Arotele, MC Stylo, Taichi, Prince Phelar, Jingle, Wisdom the Mimic Guy, Honda Stevo, Odogwu, Iparipate, Emzuma and Ofak.

According to Gbenga Adeyinka, Red Carpet starts by 3 PM while the main show commences by 4 PM. “Tickets are available online at (https://www.funzweb.com/events/laff-mattazz-about-time-akure-158) and https://shorturl.at/FfVZP. Physical tickets can be purchased at Madigrazz Lounge, (Akure Mall),

Iya Saheed Alamala, Isolo Street, Akure, Madison Restaurant, Akure-Owo Road, Alagbaka and Vintage Royale, Off Airport Road, Oba Ile,” he said.

The show themed ‘About Time Tour’ is powered by FIRS, ODIRS, Omni Blu Aviation and supported by Ondo State and Eleganza Industries.

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BIG STORY

UPDATE: Portable Remanded In Kwara Prison Over Inability To Meet Stringent Bail Conditions

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Controversial singer, Okikiola Badmus, popularly known as Portable, has been remanded in the Oke Kura Correctional Centre in Ilorin, the Kwara State capital, over his inability to meet stringent bail conditions imposed by an Upper Area Court in the state.

This follows the singer’s appearance in court on Monday on the charges of defamation of character levelled against him by veteran Fuji musician, Okunola Saheed, aka Saheed Osupa.

The ‘zazoo-zeh’ crooner, however, received bail of N1 million and other stringent bail conditions, including providing two sureties in like sum.

According to the court’s directive, one of the sureties must be either the Chairman or Secretary of the Performing Musicians Association of Nigeria, while the other must be a property owner within a Government Reserved Area in Ilorin, supported by a valid Certificate of Occupancy.

Report says the case was documented under First Information Report (FIR) 117(1) CPC, and filed by the State Intelligence Department of the police following a petition dated March 21, 2025, by Osupa.

The petition said Portable made a live broadcast on Instagram, where he allegedly defamed Osupa, claiming the complainant was envious of his success and attempting to destroy his reputation.

In the video, Portable was quoted as saying, “This man dey try bring down my shine! He be like person wey dey chop snail with shell—him no get sense. Osupa carry tortoise for stomach. When Apple Music and Spotify want to drop money for me, na him remove my song from the platform, make I no see money (sic).”

Osupa maintained that Portable’s remarks were not only defamatory and damaging but also intended to incite public hatred and disturb the peace.

It was submitted to the Kwara State Police Command, and its men arrested the street-pop singer who confessed to the allegations while being interrogated.

According to a statement by the command’s spokesperson, SP Adetoun Ejire-Adeyemi, the petition accused Portable of several serious offences, including criminal defamation, threats to life, incitement, character assassination, conduct likely to cause a breach of public peace, as well as the use of abusive and offensive language.

“In view of the weight of these allegations and the supporting evidence presented, the command secured a valid arrest warrant from a Magistrate Court sitting in Ilorin.

“Acting on this warrant, operatives from the command proceeded to Abeokuta, Ogun State, on Sunday, 13th April 2025, where the suspect was apprehended at about 19:25hrs. He was immediately brought to Ilorin for further investigations.

“Upon his arrival, the suspect’s statement was taken in the presence of legal representatives from both parties,” the statement read.

However, the Investigating Police Officer, ASP Adeniyi James, confirmed that Portable was charged based on a directive from the police authorities.

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