Dufil’s AI-powered engagement to strengthen Nigeria’s rich cultural heritage

Determined to strengthen Nigeria’s rich cultural Heritage, Dufil Prima Foods, manufacturers of Indomie instant noodle have launched the 2026 edition of the ‘Show Some Love To Mum Campaign’.

According to the brand, this imaginative Mother’s Day campaign blends artificial intelligence with Nigeria’s rich cultural heritage to create personalised praise poetry celebrating mothers.

Through this campaign, the brand is setting a new benchmark for creative storytelling by pioneering a first-of-its-kind approach in Africa by combining artificial intelligence with indigenous cultural praise traditions.

Speaking on the campaign, Tope Sule, the brand manager said the brand always promotes the rich and vibrant culture of Nigerian and this unique Mother’s Day campaign just restates the brands sense of innovation and cultural promotion.

“In Nigerian culture, praise and poetry carries emotion, history, and identity. With Show Some Love To Mum, Indomie is using innovation through AI to preserve tradition while creating new ways for families to express love,” he said.

Sule said that by pairing cutting-edge technology with timeless expressions of honour and gratitude, the brand is reimagining how families celebrate motherhood, creating an experience that is deeply personal, culturally rooted, and emotionally resonant.

The brand manager further said that Building on the success of last year’s AI-powered Mother’s Day campaign that earned a lot of recognition and awards, Indomie has elevated the campaign with a richer cultural and emotional dimension. Through the initiative, Nigerians can honour their mothers with customised praise poetry videos inspired by Yoruba Oríkì, Igbo praise chants, and Northern praise poetry, bringing together technology, tradition, and storytelling in a way rarely seen on the continent.

Sule further noted that at its core, the campaign is driven by a simple but powerful belief, every mother deserves to be celebrated in the language that speaks to her heart.

Through the campaign website, www.indomie.ng/showsomelovetomum, fans can upload a photo of their mother, enter her name, select her preferred cultural language, and instantly generate and download a specially composed praise song with her name woven into traditional folk expressions.

The platform will be live for only one month, giving Nigerians a limited opportunity to create meaningful digital keepsakes that honour their mothers in a deeply personal and culturally authentic way.

To amplify the experience and deepen its emotional resonance, the campaign will also feature organic storytelling from popular Nigerian influencers alongside their mothers, sharing their tribute moments with audiences online. Creators such as Taaooma, Folagade (Mama Deola), Stan Nze and lots of more will join others in celebrating motherhood through authentic, heartfelt content.

Beyond the digital experience, the campaign will extend into communities through engagements across churches and mosques in Lagos and other regions. These activations will create dedicated moments of appreciation for mothers during worship gatherings, alongside live cultural praise performances and opportunities for families to generate personalised tribute songs on-site.

Through this initiative, Indomie reinforces its identity as a caring, family-centric brand while demonstrating how innovation can strengthen culture rather than replace it, setting a new standard for emotionally driven, culturally rooted storytelling in Africa.