By Princewill Ekwujuru
By September 2010, a new family will emerge winner of the Maltina Dance All (MDA) IV, a model put in place by Nigerian Breweries (NB) Plc to fostering family bonding and consumer engagement.

With this platform, Maltina said it is once again expanding it’s brand equity, whilst using the as a consumer engagement and experiential tool it deploys to resonate with brand loyalists.

Mr. Yusuf Ageni, Corporate Affairs Adviser, NB who noted that the MDA is the foremost experiential and sponsorship platform of the Maltina brand known for promoting family values and bonding, said the reality TV show which debuted in 2007 has remained Nigeria’s first and only family dance reality TV show featuring families from various regions across the country.

While listing past winners, Ageni recalled that the 2007 maiden edition produced the Onye family; in 2008 it was the Opuwari family that carted away the star prize and in 2009 was the Ibiams.

Ageni stressed that Maltina, being the nation’s No. 1 nourishing malt brand according to available market statistics, also ensures that “the winning families do not only leave with exotic cars and cash prizes, but also seek ways to help them achieve their dreams by developing their budding talents.

For instance, recently, Ukalina Opuwari, the representative of the winning family in 2008 who has been enjoying enormous support from the brand, enlisted at the Society for the Performing Arts in Nigeria (SPAN) and has become the First female Nigerian to be certified in Latin/Ballroom by the IDSF/IDAT in Beirut, Lebanon.”

On what to expect from this years edition of the show, the Corporate Affairs Adviser said it is all about “unbeatable fun and the unbreakable bond that ten families will showcase when they slug it out learning and performing a variety of dance styles.”

He added that, the winning family will go home with the grand prize of N2.5million and a brand new family SUV. The first and second Runners Up will also get N1million and N500, 000 respectively.