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Media personality IK Osakioduwa has revealed that he deliberately avoids working with alcohol and tobacco brands, citing personal values and his faith as the foundation for that decision.
The popular broadcaster made this known during an interview with media entrepreneur Chude Jideonwo, where he opened up about the sacrifices he has made to maintain his principles.
According to IK, turning down endorsement deals from alcohol and tobacco companies has cost him significant financial opportunities.
He acknowledged that these brands often offer some of the most lucrative deals in the entertainment and media industry. However, he emphasized that money has never been his primary motivation. Instead, he prioritizes integrity and the image he has built over the years.
“There are companies that we don’t work for,” IK explained. “For instance, we won’t work for a tobacco brand. You won’t see us hosting alcohol brands or tobacco brands.
Those choices are deliberate. We have lost a lot of money because of it. That is where the money is. They make the most money, and I am not judging anybody who does.”
The 46-year-old media figure stressed that his brand identity as a family-friendly personality is intentional. He believes his decisions in business are closely tied to his relationship with God and the values he holds.
For IK, maintaining a consistent and principled public image is more important than accepting every profitable opportunity that comes his way.
He clarified, however, that working with such companies is not inherently wrong. In his words, “It’s not a sin to work with them after all, Jesus turned water into wine.”
Despite this perspective, IK believes that choosing not to associate with alcohol and tobacco brands is a personal calling that came early in his career. He sees it as a path that aligns with his faith and long-term vision.
IK also shared that one of his earliest major endorsement opportunities, which could have earned him multiple millions of naira, was related to alcohol.
Turning it down was not easy, but he says the experience taught him an important lesson about money. Over time, he has learned to view financial gains as temporary and not worth compromising his principles.
Reflecting on his journey, IK said he believes his life has remained steady and focused because he chose to stay true to his values. His broadcasting career began at Rhythm 93.7 FM, where he was known as “Wildchild.”
He later rose to continental fame as the host of Big Brother Africa and has since hosted numerous major events and television shows. He also runs his own communications company.
Beyond his professional life, IK is a family man. He married his wife, Olohije, in 2008, and they have two children together. His approach to business and branding reflects the importance he places on faith, family, and consistency.
Through his decisions, IK Osakioduwa demonstrates that success in the entertainment industry does not have to come at the expense of personal values.
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