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Return of indomitables deepens mother, child bond

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Moses Nosike

Over the years, Indomie noodles has remained an item regularly consumed in all homes across the country as evidenced by the strong 75 per cent market share the brand currently controls in the noodles market.

A girl offers her story book during a family visitation to mark Children's Day at the Heritage Orphanage Home, Gwarimpa, Abuja. Photo by Abayomi Adeshida

The success story of the brand in the Nigerian market cannot however be detached from the role mother’s play in determining what is purchased for consumption in homes as domestic gatekeepers.

With this in mind, Dufil Prima Foods, makers of the No 1 noodles brand has persistently churned out series of creative campaigns, TV commercials, adverts in tabloids, promos e.t.c which has done well to further help strengthen the bond between the brand and its numerous consumers at every given opportunity.

Having achieved this seamlessly over the years, the company decided to take it a notch higher with the re-introduction of the Indomitables characters, conceptualized several years ago to thrill, engage and most importantly reward its ever-growing customers, mostly children, whose loyalty the company says cannot be quantified.

The underlining difference this time, according to the company, is that they are poised to do even better with the revamping of the Indomitables which they say, promises to give them and their parents an even more enriched experience.

True to their words, Dufil Prima Foods swung into action 3 months ago with a campaign that heralded the re-launch of the Indomitables, tagged the ‘Indomitable Magnet’ Promo coupled with the rebranding of its popular 70gram Indomie Chicken Pack and a firm promise that five successful children will get to be part of the Indomitable animation series on TV, plus a handful of juicy scholarships.

In the run- up to the campaign, consumers were guided through hypes on radio, TV commercials, newspapers, social media and other media channels on what they could do to participate in the promo and exactly how to go about the mechanics.

It was explained that, in all, there were 16 magnets of the five indomitable characters, namely: Tweeny, Swifty, Vision, Bigboy and Stretchy. Each hero strikes a different pose in three magnets and one magnet features all of them together.

The kids have to collect all of them and flash the number on each to enter for the lucky draw. 5 lucky winners, the company said will get to be part of the Indomitables animation series on TV.

The campaign which commenced  in September peaked with a well attended raffle draw on the 18th of December, creating lots of buzz which saw kids and parents participate in the promo where many were in a hot race to gather 16 magnetic stickers for a chance to win the juicy prizes on offer.

However, the roles of mothers in this promo cannot be overemphasized as they have been reported to be an integral part of the success story of the promo due to roles they played in purchasing the promo packs and most importantly, guiding their wards to gather the potential winning magnetic stickers.

A few of them who were caught up in the buzz of indomitables promo, aired their opinions on how the excitement enveloped mothers and kids and how all parties had fun gathering the magnets.

Mrs. Morenike Olajide, mother to 12-year-old Seun Olajide, narrated the excitement the Indomitables magnet hunt created while it lasted, as she said “the restoration of the indomitable characters was indeed a very thoughtful initiative put together by the company as it did well to not only engage the kids and their parents but also inject lots of fun in homes.

“I can tell you that myself and my son, Seun, enjoyed ourselves while the promo lasted and most importantly had quality time bonding, as I always ensured to make my phone available for him to use in flashing the magnetic code.

Little wonder my boy cannot do without Indomie noodles. Having said that, I really wished that he emerged as one of the five lucky winners, but it was such a wonderful engaging experience all the same”.

Another mother, a full housewife, Remi Olagunju, was also delighted to have her children participate in the promo, noting that there was never a dull moment while it lasted because “we bought indomie cartons every two weeks and ensured we checked for matching photos of the various characters, namely: Tweeny, Stretchy, Vision, Bigboy and Swifty.

The fun part of it all was that flashes to the numbers on the stickers which provides immediate auto confirmation via SMS were free of charge.”

In her estimation, initiatives like this should be encouraged going forward: “I must say the makers of Dufil sure know how to engage and thrill children and their parents because both parties were also involved in the gathering of the magnetic stickers.

I cannot speak for all of them, but I can tell you we all had a swell time in our quest to match the stickers. I guess they deserve to be the most preferred instant noodles indeed.”

All the buzz that the promo generated eventually culminated into the raffle draw proper, where the winners were selected. On the much anticipated day of the raffle draw, journalists & TV media gathered to witness the unveiling of the eventual winners after a transparent raffle draw selection process.

The winners were: Moyosore Bamisaiye, 10- year-old from Ikorodu, Lagos; Chidinma Ewuniye, 11-year-old, from Anambra; 10-year-old Oluwaseyi Olukolu from Lagos Island; Sultan Akindele – Ayobo, Ogun State and 13- year-old Chioma Ekuka who resides at Agege, Lagos.

Head of Marketing, Dufil Prima Foods Plc, Mr. Manpreet Singh, commenced the proceedings of the day by welcoming all and explaining the rationale behind the introduction of the Indomitable Team promo.

“Over the years, customers – mostly children – have been immensely loyal to the brand with unalloyed patronage which has continually seen the company grow exceedingly. That is the reason why we will continue to evolve special ways of saying thank you to them.

“The Indomitables Team Character promo which is one out of many, expectedly witnessed instant strong-level acceptance coupled with massive buzz created among parents and their wards during the campaign,” he said.

Singh pointed out that the huge talkability it generated in states across the country speaks volumes about the huge market share that Indomiecommands in the instant noodles market.

Lending credence to Singh’s statement, Publicity Manager, Dufil Prima Foods Plc. Mr. Tope Ashiwaju, said “the Indomitables is another special way of rewarding Indomie’s loyal consumers, mostly children, with the relaunch of their favourite animation series and even making it much better than the previous one.

The upcoming Indomitables cartoon TV series would be shown across all states in the country and would see each of the five lucky winners feature in each episode which promises to be loaded with plenty of fun and excitement.

The kids are no doubt assured of a memorable experience that would be worth their while. Also, the kids will be flown down to Lagos and treated to a fun-filled day in choice locations, after which the shooting of the cartoon series will be done”.

According to Ashiwaju, Dufil Prima Foods took its time to repackage and make the promo better because the attachment of the kids towards the brand was identified when it was first launched, adding that the revamped Indomitables would be seeing the five winners feature in the new TV animation series.

“We value our esteemed consumers, most of whom are kids. So this is a way of giving them something extra special that will not only keep them excited but also engage them during the holiday season and beyond.

As part of the run-up to this campaign, ATL were judiciously exploited while fliers, posters and other BTL materials of Indomitables characters were distributed to schools across the nation so the kids could understand the mechanics in order to understand how best to go about participating in the promo,” explained Mr

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