World Indomie Day: Brand Takes Celebration to Streets, Brings Joy to Nigerians
LAGOS — Nigerians across Lagos and other parts of the country joined millions of consumers on October 6 to celebrate World Indomie Day, as Indomie, one of Nigeria’s leading instant noodle brands, took its celebration beyond conventional event venues and directly into communities.
The colourful celebration featured a city-wide activation across Lagos, with Indomie teams visiting BRT stations, markets and major junctions to create memorable moments for commuters, traders, workers and residents.
From the early hours of the day, consumers were treated to product sampling, branded merchandise, music and interactive activities, as the brand transformed everyday locations into lively centres of entertainment and engagement.
At selected BRT stations, Indomie mobile kitchens served freshly prepared noodles to commuters, giving them the opportunity to enjoy their favourite meal while going about their daily activities.
The activation generated excitement across the city, with consumers singing along to the popular “I Love My Indomie” jingle, dancing to music, receiving branded gifts and participating in various activities organised by the brand.
Speaking on the celebration, Brand Manager, Ebere Anajama, said the initiative was designed to take the spirit of World Indomie Day directly to Nigerians.
“World Indomie Day is a celebration of the love Nigerians have for Indomie. This year, we wanted to take that love directly to the people and make the celebration feel personal, spontaneous and accessible.
“By bringing the experience into communities and everyday spaces, we were able to connect with consumers in a meaningful way and share in the moments that matter most to them,” she said.
Also speaking, another Brand Manager, Ibrahim Isah, said the celebration was focused on appreciating consumers who have made Indomie part of their everyday lives.
According to him, taking the celebration to the streets provided an opportunity for the brand to connect with consumers in the places where they live, work, commute and interact.
He said, “For us, World Indomie Day is all about the people who have made Indomie part of their lives. We wanted Nigerians to experience that celebration in the most authentic way possible, right where they live, work, commute and connect.
“Taking Indomie to the streets allowed us to share in those everyday moments and show our appreciation for the continued love and loyalty consumers have shown the brand over the years.”
The celebration also extended to the digital space, where Indomie encouraged consumers across Nigeria to share videos of their World Indomie Day experiences with family and friends while dancing to the iconic “I Love My Indomie” jingle.
The digital campaign, driven by Opeoluwa Olaitan and Oni Busayo, generated consumer-created content across social media platforms and further amplified the celebration, showcasing the strong connection between Nigerians and the brand.
The World Indomie Day celebration will continue on October 10 and 11 at the National Stadium, Surulere, Lagos, with Indomie Palooza, a two-day experience featuring music, food, entertainment, games and other activities under the theme, “Where Moments Meet Fun.”
The celebration further highlights Indomie’s longstanding connection with Nigerian consumers and its place in everyday moments of enjoyment, togetherness and shared experiences.