Nigeria: Davido inks deal with soap brand

Viva is produced by Kano-based manufacturer Aspira Nigeria Limited. The deal will see Davido become the face of the brand and adds to his list of partnerships, which includes Pepsi, Travelbeta, Guinness Nigeria, MTN Pulse and Infinix Mobile, among others. 

Aspira head of marketing and advertising Santhoush Kumar Nair said the deal was informed by how the singer and Aspira’s vision both aligned with each other.

“The musician, Davido has contributed immensely to the music industry,” Nair said. “There is a symmetry between Aspira and Davido’s core values and this informed our decision to choose him as our brand ambassador of our flagship product, Viva. So we announce today that Davido is the official face of the Viva brand,”

“I represent a lot of international brands and I wouldn’t have been here if the product was not A-plus [of high quality],” Davido said. “We live in a society where we need to be clean and hygienic and the brand supports this. We are going to be associating with the brand, Aspira, as they bring out more products.”

Established in 2009, Aspira is a subsidiary of the Lee Group of Companies. It manufactures and distributes personal, dental and laundry care products. The deal also arrives in the wake of the musician reaching 20 million followers on Instagram, making him the most popular Nigerian celebrity on the Facebook-owned photo and video-sharing social networking service. 

Meanwhile, the official video for Davido’s 2017 hit ‘Fall’ recently surpassed 200 million views on YouTube, making it the first Afrobeats music video to chalk that feat. Davido also made the list of Forbes Africa’s 100 Innovations, Inventions and Icons list, alongside colleagues Burna Boy and Wizkid earlier this month. In February, he was named among Time Magazine’s second annual Time 100 Next list.