How MTN contributes to Grassroot development through Olojo Festival
As part of its efforts to promote activities of the grassroots communities in Nigeria, the country’s leading telecommunications company, MTN Nigeria sponsored the just concluded Olojo Festival reiterating its position and commitment to uplifting and celebrating cultural heritage with people of various communities across Nigeria.
The Olojo festival which has been celebrated for over a century is the celebration of the remembrance of “Ogun”, god of Iron, who is believed to be the first son of Oduduwa, progenitor of the Yoruba people. It is held annually by the people of Ife. To the Yoruba people, Olojo means ‘the day of the first dawn’ but in the history of Ile-Ife, the Olojo Festival is an annual cultural festival created to celebrate the day the Almighty created the earth.
On the day of the festival, the Ooni of Ife appears after seven days of seclusion without food, speaking to the ancestors and praying for the people of Ile-Ife. This is to make him pure and ensure the efficacy of his prayers. Before the Ooni emerges, women from his maternal and paternal families sweep the Palace, symbolically ridding it of evil. The Ooni later appears in public with the Are crown, which is believed to be the original crown used by Oduduwa to lead a procession of traditional Chiefs and Priests to perform at the Shrine of Ogun.
Over the years, the Olojo festival has remained popular in Ile-Ife because of its rich history and cultural symbolism. It connotes the day in the year which was blessed by Olodumare. Olojo can also be translated as the “Owner for the day”. Prayers are offered for peace and tranquility in Yoruba and Nigeria. All age groups participate. Its significance is the unification of the Yorubas. Tradition holds that Ile-Ife is the cradle of the Yorubas, the city of survivors, the spiritual seat of the Yorubas, and the land of the ancients.
Speaking on the importance of the Olojo festival, The Ooni of Ife, Oba Adeyeye Enitan Ogunwusi, Ojaja II says “Olojo is the celebration of God Almighty. It is a way of our culture, our tradition and our heritage. That is the reason why it’s a celebration for the entire black race all over the world. It is the pride of the entire black race; not only the people of Ife, Osun State, not only Nigerians. It is the celebration of black people all over the world.”
MTN Nigeria executives present in Ile-Ife for the celebration to show support for the festival. The delegation was led by the Chief Sales and Distribution Officer, MTN Nigeria, Adekunle Adebiyi, and had Senior Manager Sales and Distribution, MTN Nigeria, Ifeanyi Udom and Manager Sales and Distribution, MTN Nigeria, Oyebimpe Akinsola. The executives were hosted by the Ooni of Ife, Oba Adeyeye Enitan Ogunwusi, Ojaja II as they presented gifts in celebration at the festival to show MTN’s support of the Olojo Festival.
Speaking on MTN’s dedication to the promotion of activities in grassroots communities, Chief Sales and Distribution Officer of MTN, Adekunle Adebiyi said “Everyone deserves the benefits of a modern connected life, this is why our grassroots communities are not left out. We decided to be a part of this colourful festival to promote the rich culture in Ile-Ife and connect members of the community effortlessly.” Adebiyi emphasised the philosophy behind MTN Kulture Fest, which is the umbrella for MTN’s support for cultural festivals across the country. Kulture Fest has become a leading platform by a Nigerian corporate, dedicated to showcasing the rich Nigerian culture through cultural festivals.
Under the Kulture Fest initiative, MTN Nigeria sponsored Ilorin’s rejuvenated Durbar Festival in 2018. The century-old festival which took place in the state of harmony is a celebration that involves prayers, a parade by the Emir and his entourage as well as accompanying music.
Another festival worthy of note supported by the telecommunication giant is the fourth edition of the African Drum Festival. A three-day festival held in Ogun State and designed to bring together participants from across the world to showcase the rich cultures of the different ethnic groups through dance, exhibitions, music and Drums.
MTN Nigeria also supported the Diwali Festival of Lights in 2019 at Tafawa Balewa Square in Lagos. Diwali, which means an array of lights, is the most important festival celebrated in India and symbolizes the victory of good over evil. During the annual celebration, friends and families gather to share love, food, and happiness with others. For many Indians and non-Indians alike who attended the event, it was an amazing experience.
The telco has been pushing the promotion of these festivals and more with its Kulture Fest initiative which is borne out of the desire to preserve and project the country’s rich cultural heritage. MTN Nigeria aims to put various cultural festivals in the country on the international pedestal and galvanise their potential to generate revenue for the communities and engender communal bonding.
Reiterating the essence of the Kulture Fest initiative, Adebiyi said, “Kulture Fest is a major investment for us. We’ve been supporting festivals for over a decade now as we seek to promote culture and create affinity between the people of Nigerian communities and the MTN brand. We are picking 37 festivals across the country this year and I believe that by next year the number will increase.”
MTN has made efforts in promoting grassroots activities in Nigeria in the past. Through its Kulture Fest initiative, the telecommunication company has been well involved in the success of major festivals such as Osun Osogbo, Ofala Nnewi, Argungun, Anioma, among other festivals across the country.
