Bigi, Fearless take campus engagement to new level, reach 20 tertiary institutions

Rite Foods Limited has announced an expanded youth engagement campaign through its Bigi Carbonated Drink and Fearless Energy Drink brands, partnering with Soundcity to take music, entertainment and talent discovery to 20 tertiary institutions across Nigeria.

Tagged Bigi X Fearless Soundcity On Tour 2026, the nationwide activation is designed to move beyond traditional product promotion by creating immersive experiences that allow students to interact directly with the brands while showcasing their talents.

The initiative combines live music, talent competitions, scholarships, entertainment and consumer engagement, with the organisers targeting thousands of students across participating campuses.

At the University of Lagos, more than 5,000 students reportedly attended the tour despite rainfall, with leading artistes performing while students participated in the BIGI Music Competition, which offered prizes worth more than N5 million, including scholarships.

Toyin Nnodi, Head of Marketing, Rite Foods Limited, said the strategy was informed by changing consumer expectations.

“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,” she said.

Speaking at the Bigi X Fearless Soundcity On Tour Media Update Session in Lagos on Wednesday, August 12, 2026, Biola Aransiola, Brand Manager, Bigi Carbonated Drink, said the partnership was designed to strengthen Bigi’s connection with young consumers while supporting emerging talents.

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Aransiola said the initiative was not merely about selling products but also about discovering and nurturing young creatives and exposing them to wider opportunities through Soundcity.

“The purpose is to drive awareness for the brand across various campuses and also promote the Soundcity project. But the partnership is not just about selling Bigi products. It is also about helping students involved in the talent show develop their talents and, through Soundcity’s platform, positioning them for greater stages,” she said.

She disclosed that the tour had already visited campuses in Port Harcourt and the University of Abuja, with the latest activities extending to the Federal University of Agriculture, Abeokuta, and other institutions.

Representing the Brand Manager of Fearless Energy Drink, Olaniyi Aderuku, the SOSA Brand Manager said Fearless was positioned to provide the energy and confidence young performers needed.

She explained that the brand’s connection to the initiative was to energise young singers with positive energy, giving them the courage and rejuvenating spirit to perform and express their talents.

The company said the partnership represents a shift towards experience-led marketing, using music and talent development to create deeper connections with Nigeria’s youthful population.

As the tour progresses to more tertiary institutions, Rite Foods said its objective remains to combine entertainment with opportunities that can help young Nigerians move from campus talent showcases to professional careers in the creative industry.