Ahead of the landmark 10th edition of the Africa Magic Viewer’s Choice Awards (AMVCA) coming up in May this year malt brand, Amstel Malta and cola giants, Pepsi, have revealed reasons why they are supporting the event as headline sponsor and technical sponsor, respectively.
Speaking at a media event organized by Multichoice in partnership with Africa Magic, organisers of the AMVCA in Lagos yesterday, the brands’ representatives fielded questions from the media on their participation at the premier event over the years and their part in this year’s edition.
In his submission, Francis Obiajulu, Senior Brand Manager of Amstel Malta and Hi- malt at Nigerian Breweries Plc said, “As partners of the AMVCA since inception, we are excited to be part of the 10-year edition as headline sponsor. This marks 10 years of our partnership with the AMVCA as a sponsor, celebrating excellence in African creativity and encouraging Nigerians to be the best while shining the spotlight on the best of the best.
Adding that the partnership is based on a mutual desire to build a platform that has become a catalyst for excellence and Amstel Malta’s belief in African entertainment, he further added, “Our pioneering initiative, the Amstel Malta Box Office (AMBO) 18 years ago, which has produced several incredible stars, is proof of this commitment to nurturing talent and promoting the best of African theatre and cinema.
On his part, Segun Ogunleye, General Manager of Marketing at Seven-Up Bottling Company, said “Pepsi has always been at the forefront of driving contemporary content. While we are looking at music and football as our passion, lifestyle underpins everything that we are doing in connecting and resonating with purpose. So when we decided to join AMVCA this year, we decided to collaborate with such a brand that will continue to drive the creative economy.
Speaking on the strides of the brand in consistently “putting the beat in Afrobeats”, he reminded all about the comfam collabo that saw Pepsi bring about a fusion between the old and the new by bringing the legendary Lagbaja on stage to perform with rave of the moment, Rema two years back as well as the Queen of Afrobeats, Tiwa Savage last year.
Teasing the audience on what to expect for the 10th edition, he added, “While you dress up and look amazing in that dress, remember to put on your dancing shoes because Pepsi is- ready for you.”
Earlier in her welcome speech at the event Dr. Busola Tejumola, Head of Content and West Africa Channels at MultiChoice described the 10th AMVCA as a celebration to mark a decade of brilliance, innovation, and the sheer magic of African storytelling on screen. “The AMVCA has established itself as the benchmark to excellence in the African film industry. This edition is not just the celebration of excellence in filmmaking, but also a heritage of an award that has improved careers and boosted talent development on the continent.”
The 10th AMVCA’s two-day celebration kicks off on May 10 with the Young Filmmakers and Content Creators event in the morning, followed by the Cultural Day celebration in the evening and the Award Night on May 11.
Other sponsors of the 10th AMVCAs include Promasidor, Martel, TECNO, Verve, QuickTeller, Tiger Beer, MTN and Indomie. The 10th AMVCA’s two-day celebration kicks off on 10 May with the Young Filmmakers and Content Creators event in the morning, followed by the Cultural Day and Opening Night celebration in the evening and the Main Awards Ceremony the night of 11 May.