Turu Ugo Lota is an Igbo adage that translates in English to mean Bring Home the Glory. The proverbial saying is a verbal encapsulation of the painstaking aspirations of the Igbos; their illustrious spirit and sheer grit to rise above all odds in achieving progress and success both as individuals and as a collective.
Speaking on the brand promise as reiterated in the TVC, the Senior Brand Manager Life Beer, Aishat Anaekwe, said, “Beyond being an adage, Turu Ugo Lota is a passion that weighs upon every young Igbo, to go forth into the world—despite its challenges and limitations—build new relationships, work hard and attain success.“This is what the Igbos have been known by for centuries and Life Beer believes that Bringing Home the Glory should be the aspiration of all Nigerians and Africa as a whole.
The exciting TVC which was unveiled on Thursday, September 2, at the Base Landmark, Enugu also hosted some of Nigeria’s leading personalities to a social discourse that highlighted the lessons of parental guidance, discipline, diligence and integrity as being the bedrock of progress and success in any given society.