CYRIACUS IZUEKWE
Rite Foods Limited is taking youth engagement beyond billboards, as its brands, BIGI and Fearless Energy Drink, turn university campuses into hubs of music, talent and brand experiences through Soundcity On Tour 2026.
The nationwide tour is set to visit 20 tertiary institutions across Nigeria. It aims to bring entertainment, talent discovery and direct brand interaction closer to thousands of students.
For BIGI and Fearless, the activation marks a move from traditional advertising to experience-led marketing. The goal is to create spaces where students don’t just see the brands, but actively engage with them.
Across campuses, the tour features live performances, competitions, talent showcases and interactive games designed around student interests and lifestyle.
The tour kicked off at the University of Lagos, where more than 5,000 students turned up despite rainfall. They enjoyed performances from top artistes and took part in activities including the BIGI Music Competition.
The competition offered prizes valued at over ₦5 million, including scholarships for winners. The turnout highlighted the appeal of live, on-ground brand experiences among young Nigerians.
The initiative builds on BIGI’s history of connecting with consumers through entertainment. The brand has supported music talent discovery over several seasons as a sponsor of Nigerian Idol.
Toyin Nnodi, Head of Marketing at Rite Foods Limited, said the company is responding to changing consumer expectations.
“Today’s consumers want brands that understand them and create experiences they can be part of,” Nnodi stated. “Through BIGI and Fearless, we are building stronger emotional connections by bringing entertainment, creativity and opportunities directly to young Nigerians.”
With Soundcity On Tour students also get opportunities to showcase their talents in music, dance and other creative areas, while interacting directly with brand representatives.
The next stops for the tour include the University of Port Harcourt and other campuses across the country. Organizers expect similar turnout and engagement at each location.
Rite Foods says the approach reflects a broader strategy of meeting young consumers where they are. The company is focusing on shared experiences as a way to build loyalty and brand affinity.
As Soundcity On Tour 2026 continues, BIGI and Fearless are positioning themselves as brands that are part of campus culture, not just products on a shelf.