The announcement was made at the Nigerian Entertainment Conference held last week. The decision to get 2baba as ambassador, according to the company, was a result of a need for a local face for a company that, for decades, has had presence on the continent. “The brand has been with us for the past 50 years,” said a representative of the company.
“Before now, we have relied on oversees ambassadors. So, we begin to look at it. Why can’t Africa have its own Campari ambassador? Why can’t the ambassador come from Nigeria? So this evening, we are pleased to announce to you that from this year 2016, 2baba is a Campari ambassador for Nigeria.”
He continued: “2baba is a stylish person, a humble person. Campari is that brand that’s subtle. We feel that 2baba is a charismatic person, we feel that he has the energy, he has everything to collaborate with. So, on behalf of the company, I announce to you 2baba (Innocent Ujah Idibia) as our ambassador, thank you.”
A few days later the singer was again announced as the face of the Nigerian Young Professionals Forum (NYPF), an NGO for the “promotion of innovative ideas for economic and social development and leadership.” He was inducted alongside Nollywood actress Stephanie Linus.
The organisation commented: "2Baba is one of Africa’s finest music artists while Stephanie is a multiple award winning actress and movie producer with a passion for the girl child. These two young individuals have created jobs for Nigerians and we believe that as Ambassadors, they can use their experience to inspire other bright Nigerians to achieve their educational goals or become self-employed on a sustainable basis."
New single with Sauti Sol
Away from endorsements, the singer whose last album Ascension was released in 2014, has just released an up-tempo single. Titled ‘Oya Come Make We Go’, the new song features Kenyan group Sauti Sol. Described as “a song that inspires the listeners to believe in themselves,” ‘Oya Come Make We Go’ follows ‘Officially Blind’ which was released in February and made the list of songs by Nigerian artists in celebration of Valentine’s Day as compiled by Music in Africa.