Veteran Nigerian media personality IK Osakioduwa has opened up about his decision to decline lucrative endorsement deals from alcohol and tobacco brands, citing personal faith and professional principles as guiding factors.
In a recent interview on the WithChude, Osakioduwa explained that while such deals often come with significant financial rewards, he believes staying true to his values and maintaining a family-friendly public image is more important.
“I’ve turned down offers that could have earned me multiple millions because I don’t feel it aligns with my personal convictions,” Osakioduwa said. “It’s not that working with these brands is inherently wrong, but for me personally, it’s a choice I cannot compromise on.”
He noted that his faith plays a central role in these decisions, emphasizing that he wants his work and endorsements to reflect his values. The host also shared that he declined his first major potential alcohol brand endorsement early in his career.
Osakioduwa’s comments have sparked discussions online about the tension between financial gain and personal ethics in celebrity branding, particularly in Africa’s booming endorsement market. Analysts note that his stance underscores a growing trend of public figures weighing moral principles alongside commercial opportunities.
ELIJAH ADEYEMI
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