Nigerian media personality IK Osakioduwa has disclosed that he deliberately avoids endorsement deals with alcohol and tobacco companies, citing his faith and personal values.
Speaking during an appearance on WithChude, IK said his relationship with God shapes how he presents himself publicly, particularly as a family-oriented brand.
“How I choose to portray myself in the public space as a family-friendly brand, all of that comes from my relationship with God,” he said.
The broadcaster explained that he and his team have consistently chosen principles over profit, even when the financial offers were substantial.
“When you come closer to how we do business, you will find that we are never going to take money over principle,” he added.
According to him, the decision has come at a cost. Alcohol and tobacco companies, he noted, often have some of the most lucrative endorsement budgets.
“They are companies that we don’t work for. For instance, we won’t work for a tobacco brand. You won’t see us hosting alcohol brands or tobacco brands,” he said.
IK clarified that his stance is a personal conviction and not a criticism of others who choose differently. Referencing a biblical account, he pointed out that working with such brands is not inherently sinful.
“It’s not a sin to work with them, after all, Jesus turned water into wine. But I believe it’s a position God wanted me to take early in my career,” he stated.
He revealed that one of the earliest major offers he received, worth several millions, was from an alcohol brand, but he declined it.
Reflecting on his journey, IK said he has learned not to chase money at the expense of his values. He believes that maintaining that discipline has helped keep his career on a steady course over the years.
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