Anyone who has a firm grasp of the Nigerian fashion industry will easily tell you that the industry’s cash cow is the wedding market. It’s really no coincidence that in 2015, ‘Wedding’ was the single most googled word in Nigeria.
We love our weddings and are willing to beg, steal and borrow to create that dream wedding. Many designers release collections for the artifice of it, and sustain their brands primarily through custom orders from brides, bridal trains and wedding parties. They used to be the exclusive preserve of the fashion and entertainment industry but now multinational brands are getting in on the action.
In the last year, international drinks brand Baileys has undergone a subtle but aggressive rebranding campaign, revamping its image to sell itself as the choice liquor for bridal parties, hen nights and baby showers. The brand has partnered with online media giant Bella Naija to host several events for brides, it has also partnered with singer Waje for a Mother’s day campaign that feted mothers. Both pretty successful if you ask us.
Now they’re taking it a step further by partnering with designer Mai Atafo of Mai Atafo Inspired and Mai Atafo Weddings. The project they’ve worked on; a short film called ‘Stay With Me’.
There are several important names and faces there, Bailey’s brand ambassador (of sorts) Waje provides vocals alongside singer Praiz who also cameo in the film. Reality TV star Tayo Faniran and former pageant king Emmanuel Ikubuese play leads alongside actors and actresses Sika Osei, Wole Ojo, Bolanle Olukann, Linda Osifo and Adesua Etomi. There are also appearances from models Makida Moka, Cassie Daves, Kelvin Godson and Melissa Devidal. It’s a seriously high powered cast.
The premise behind the short film is kind of wonky and betrays the fact that maybe they should have spent a little extra on a script writer. There’s a drawn out karaoke scene, then an ultimately predictable wedding scene. It felt more like a music video than a short film.
But we see the idea behind this, and like that brands are looking in unconventional ways to approach their markets.
Maybe someone will get it right,next time.