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But Hero Lager is doing the opposite the brand, through its Peoples Hero Initiative has opted to stand by creatives who are still on their journey to earning the acknowledgement and recognition they deserve, Oyegbami said.
This is a wonderful initiative
Hero Lager, a product of International Breweries Plc, a proud part of the worlds largest brewer, AB InBev, has launched The Peoples Hero Initiative to support creatives on their journey to relevance.
The Peoples Hero Initiative which is an offshoot of Hero Lagers Uru Dia Campaign which seeks to recognize and reward the worth within the brands consumers is expected to give the artistes the muchneeded platform, funding, and mentoring to navigate the daunting journey to acceptance and recognition in the music industry.
Marketing Director, International Breweries Plc, Bamise Oyegbami made this known at the launch event held at the Radisson Blu Hotel in Ikeja GRA, Lagos on Friday the 5th of May, 2023.
The term Uru Dia alludes to recognizing the worth within which forms the basis of what Hero Lager hopes to achieve with the campaign by challenging the society to not judge a book by its cover but instead to look beyond the superficial to see the worthiness of heroes, Hero Lager, and the work we all do.
We often focus on the results and only show support to those who are already established.
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