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By Ajiri Daniels
Abuja residents were treated to a spectacular display of lights and festive cheer on November 30th as Maltina, Nigeria’s leading malt brand, launched its “Live the Season” Christmas campaign in the nation’s capital.
The event, designed in collaboration with the Federal Capital Territory Administration (FCTA), turned the streets of Ademola Adetokunbo Crescent in Wuse II into a dazzling corridor of decorative and Christmas lights, creating a magical atmosphere for families, friends, and visitors.
The initiative, part of a broader campaign spanning Lagos, Abuja, and Ibadan, aims to encourage Nigerians to pause, enjoy meaningful moments, and embrace the spirit of the season. The event in Abuja marked the first phase of the rollout, with Lagos simultaneously experiencing the light-up and Ibadan set to follow on December 4th.
Speaking to journalists, Daniella Ogunsanya, Senior Brand Manager of Maltina, highlighted the philosophy behind the campaign.
“Maltina is a brand rooted in family values and community connection, and as such December is a perfect time for us to encourage people to let go of the difficulties that they have been experiencing during the year and to focus on the warmth and the connections that they get during the Christmas season,” she said.
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She added that selecting Abuja, Lagos, and Ibadan was strategic. “The reason why we picked these cities is because they’re almost like a pilot that we’re starting off before we then go bigger, obviously. These are key regions for us as a company, and as such we want to bring that Christmas cheer to these areas and not just Lagos.”
Also speaking at the event, the Legal Director and Company Secretary of Nigerian Breweries Plc, Mr. Uaboi Agbebaku, emphasized the core message of the campaign: sharing joy and uplifting communities.
“This is the season of sharing joy, so we want people to share that joy, to share happiness. A lot is going on in this country. Nigerian Breweries Plc, and especially Maltina, over the years have been consistent in sharing happiness. So this is our small way of saying: Nigerians, let us share happiness. Let us remember that this is a season to share happiness, to share joy, to give people hope and be there for each other,” he said.
On the collaboration with the FCTA, he added: “For us at Nigerian Breweries Plc, we always say that we win with Nigeria. Our mantra is winning with Nigeria. As we progress, we believe that Nigeria and Nigerians will also progress. … We really appreciate the FCT Administration for the collaboration and everything they have done to make this happen today; without them, we may not have been able to make this happen.”
Dr. Fatima Amanabo, Director of the Department of Outdoor Advertisement and Signage (DOAS), praised Maltina’s contribution to the city. “We are glad to be part of this initiative by Maltina. Tonight as Maltina lights up Abuja, we celebrate more than illumination—we celebrate safety, beauty, and renewed vibrancy across our city. This enhances visibility, improves security, and creates an environment where families, businesses, and visitors can feel the true warmth of the season,” she said. She added that the partnership supports local commerce, boosts revenue, and reflects the FCTA’s commitment to a brighter, orderly, and globally appealing capital.
“On behalf of the Department of Outdoor Advertisement and Signage, I commend Maltina for supporting the Administration’s vision. We wish all residents a joyful, peaceful, prosperous festive season. Abuja is shining, and together, we will keep it bright.”
The event forms a key part of Maltina’s nationwide festive campaign aimed at spreading delight and strengthening family connections across Nigeria. Attendees described the Abuja celebration as refreshing, uplifting, and a much-needed burst of joy as the holiday season approaches. Many expressed appreciation to Maltina for lighting up the city and creating memorable moments that families will cherish throughout the festive period.
