Globacom: Rekindling The ‘Can Do’ Spirit Of Nigerians In New Global Ad

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By Azeez Disu

Nigerians are known for their doggedness, strive, and never say die spirit across all facet of life. For this reason, some are making the difference on the global scene, becoming unstoppable, unbeatable and champions in their fields.

The unrelenting spirit is inspiring Nigerian brands to expand their frontiers into other markets and ultimately aim to capture the world. Interestingly, telecommunications giant, Globacom is already going global and its new communication direction. Also, its new global brand ambassador endorsement is taking the brand to a new height.

Reinforcing the spirit of dedication and success of Nigerians, Globacom unveiled to the world in Lagos, Nigeria recently, Nigerian-born heavyweight world boxing champion, Anthony Joshua (nicknamed ‘AJ’) as its global brand Ambassador.

Excitingly, Television Commercial (TVC) that featured the new brand ambassador since its launch has gone viral. This is because the advert resonated with Nigerians both at home and aboard.

New Communication Direction

Before a detail look at the TVC, Bisi Koleoso, Deputy Chief Operating Officer, Technical, Globacom Limited, said the company’s new communication direction will help drive the future and ultimately help its subscribers to dream big, rule their world and glow in pride.

He stated that this will be possible due to the company’s superior network that offers high quality voice and data, and its continuous strive to provide the best value for money especially in terms of voice and data offerings for its subscribers.

“It is a new dawn in communication. You will recall that since we started operation in the year 2003, we have been supporting the music, comedy and movie industries in Nigeria, and other African countries. Many of the musicians, comedians, actors and actresses have at one time or the other been chosen as Glo ambassadors, thus projecting the continent a refreshing light through thought-provoking and inspiring African movies and music.

“Today, I am pleased to inform you that we have taken this launch higher with the unveiling of Anthony Joshua, a global icon and all the student champion many times over.

Similarly, speaking on the new campaign, Sanjib Roy, Group Chief Technical Officer, Globacom,  said that Glo is keen in driving the future, while imploring Nigerians and all its subscribers across the West African sub-region to join in driving the future with the company.

Similarly, speaking on the new campaign, Sanjib Roy, Group Chief Technical Officer, Globacom,  said that Glo is keen in driving the future, while imploring Nigerians and all its subscribers across the West African sub-region to join in driving the future with the company.

Glo executives and other guests at the presentation of Globacom’s new communication direction and unveiling of Anthony Joshua as Brand Ambassador

Connecting With The Nigerian Root With New TVC

The advert entitled, “It’s in our blood” resonates with Nigerians, showcasing the tenacity and fighting spirit that the people are known for all over the world with the ‘son of the soil’ Joshua portraying the message.

Glo is known for promoting local content and the endorsement of the brand by AJ as he is fondly called further reinforces the company’s commitment to promoting what is Nigeria and Nigerian.

AJ is loved by Nigerians and in the ad, the boxing icon endorsed Globacom as a brand that personifies the values he holds dear, such as tenacity, unequalled reach and speed.

He explained that to be a world champion it takes tenacity, pains, trainings, handwork and determination to win. He added that the spirit are in Nigerians “because we don’t stay down, we get up and fight.”

He therefore endorsed Globacom network as a true and reliable partner that has the same reach and speed with him and aligns with his goals and aspirations “I believe in Glo,” he said.

He further stated “We have the same tenacity and Nigerian fighting spirit that makes us game changers, you have to dig deep to be a world champion and we Nigerians we know all about that.”

The TVC also showed Joshua knocking down his opponents with upper cut and powerful punches while he ends the TVC by saying “Glo I hail ooh” with a “Wakanda” salute.

In essence, Glo has not only sold itself to consumers and the world, it has equally inspired more Nigerians to work hard, dream big, strategize, restrategize, be outstanding, never give up, and win in their chosen careers.

Aside that many amateur boxers will be inspired and would aspire to be like Joshua someday. In addition, the advert also inspires many young people to work tirelessly to be a world champion in any field they operate.

Meanwhile, consumers online and offline have applauded the advert as something great. Bisi Ogunwole said, “I watched the advert during Manchester City VS Arsenal. The advert makes sense” while Emeka Ugochukwu stated “Well done! Will always respect Glo because they saved Nigerians from price gouging when GSM first arrived.”

Similarly, Aderemi Buraimoh said, “Whaooo something to be proud of being a Nigerian, AJ God bless you for being a good ambassador, others emulate.” And Toyin Adejumo stated “I like the way Glo promotes local content. Proud to be a Nigerian.” while John Brown said “This is good, let’s promote our own. Indeed charity begins at home, it will continue to get better and better, na God get power ohhh.”

Joshua holds four major world championship belts, namely International Boxing Federation (IBF) title, World Boxing Association (WBA) title, World Boxing Organisation (WBO) title, and International Boxing Organisation (IBO) title which he won between 2016 and 2018.

Joshua with full name ‘Anthony Oluwafemi Olaseni Joshua’ was born on 15 October 1989 in Watford, Hertfordshire,and he is the son of Yeta and Robert Joshua. His mother is a Nigerian, while his father is British with Irish and Nigerian ancestry. Joshua’s specific Nigerian background can be traced back to the Yoruba people. He made his professional boxing debuts in 2013.

He spent some of his early years in Nigeria as a boarding school student at Mayflower School, Ikenne, Ogun State before returning to the UK to continue his education.

Glo’s New Offerings

At the unveiling of the Glo’s global ambassador, new products were also showcased and they  include Glo Drive, Glo Health, Glo Entertainment Portal, Glo Mobile Money, Glo Call Connect Service, World Connect and Glo Titi, the Artificial Intelligence platform.

Koleoso said as the innovation leader in Nigeria’s telecom space, Globacom is committed to ensuring that Nigerians are not left behind in the march to a digitalised world. “We have invested massively in new technologies to introduce these products which we believe will redefine business, social and personal pursuits,” he disclosed. \lsd

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