The partnership deal was sealed on Thursday, November 3,
2022 at the impressive Yudala Heights on Idowu Martins Street, Victoria Island,
Lagos.
Insiders at Konga say Patoranking’s remarkable story and
rise from relative obscurity to the pinnacle of success as a globally acclaimed
superstar resonates with the company’s belief in the validity of Africa’s
emancipation from the doldrums of mediocrity and underdevelopment to greatness,
while also capturing the potential of Nigerian and African youths to achieve
success in their respective fields of endeavour against all odds.
The massive deal, which will run for an initial one-year
duration subject to renewal, will see Patoranking, a world-famous
reggae-dancehall singer and songwriter, represent Konga as its lead brand
ambassador and feature in the company’s promotional materials and campaign
adverts.
Equally important, the development comes on the eve of the
official launch of the 2022 edition of Konga Yakata, the company’s Black Friday
promotion, widely regarded as the biggest sale of the year in the annual
shopping calendar in Nigeria. In
addition, the deal sees Patoranking become the first brand ambassador signed on
by the e-commerce giant since its acquisition by the Zinox Group in 2018 and
subsequent repositioning from a point of near exit to the path of
profitability.
Speaking during the physical unveiling ceremony at Yudala
Heights, Dave Omoregie, Senior Vice President (SVP) at Konga expressed
excitement at the partnership with Patoranking, describing it as an easy
decision for the management of the company in view of the excellent potential
value it holds for both brands.
‘‘Konga is a household name, a top innovative composite e-commerce brand that has endeared itself to millions of Nigerians and which has remained a responsible corporate citizen in our decade of existence in the Nigerian market. We have also come to know Patoranking as an outstanding brand, with very intentional positive ideals, responsible and scandal-free. We are excited to bring him on board as a brand ambassador, even as we are confident that this move will further elevate both brands,’’ he enthused.
Also speaking, Okezie Akaniro, Senior Vice President, Konga,
reaffirmed the deliberate thought processes that informed the deal with
Patoranking. Additionally, he noted that the deal will add an extra layer of
excitement for this year’s edition of Konga Yakata which kicks off on Friday,
November 11.
‘‘It is important to state that at Konga, we are very
particular about our partnerships. Earlier in the year, Management had
identified 2022 as the year of partnerships for Konga. So, this is one of such
strategic partnerships that we are delighted to announce.
There is no doubt that Patoranking ticks all the right boxes
for us. We are also very happy to announce this deal as part of the many
exciting things to look forward to in this year’s edition of Konga Yakata which
runs from November 11 till December 12, 2022. Our customers can expect a lot of
fun this year in line with the status of the promotion as the biggest sale of
the year which we have consistently lived up to.’’
On his part, Patoranking, real name – Okorie Patrick
Nnaemeka – has also talked up the deal with Konga, while expressing delight at
partnering with the leading e-commerce giant.
‘‘Konga × Patoranking is a partnership made in heaven. There
is so much to look forward to and I urge every Nigerian to stay tuned,’’ he
disclosed.
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