Dufil Prima Foods, the iconic Nigerian food manufacturer behind household favourites like Indomie Instant Noodles, Power Oil and Minimie Chin Chin, has taken a bold step into the intersection of culture and technology with the launch of its AI-powered “Show Some Love to Mum” campaign, a creative digital engagement designed to strengthen and preserve Nigeria’s rich cultural heritage.
Unveiled ahead of Mother’s Day 2026, the initiative blends artificial intelligence with Nigeria’s age-old tradition of praise poetry to generate personalised AI-powered “Oriki” poems that celebrate mothers in their own languages and cultural contexts. The campaign platform allows participants to upload details and photos of their mothers, then produces a culturally resonant video tribute that marries technology with centuries-old practice.
At the core of the campaign, according to Tope Sule, Brand Manager at Dufil Prima Foods, is a desire not only to celebrate family bonds but also to preserve cultural expression using modern tools.
“In Nigerian culture, praise and poetry carry emotion, history and identity,” Sule said. “With Show Some Love to Mum, Indomie is using innovation through AI to preserve tradition while creating new ways for families to express love.”
Industry observers see the initiative as part of a broader shift in how brands engage with culture-conscious consumers. By taking traditional modes of expression, such as oriki in Yoruba, igede in Igbo or other local praise forms, and enabling them with AI, companies like Dufil are bridging the generational gap between heritage and modernity, making intangible cultural assets accessible, shareable, and relevant in the digital age.
Cultural commentators have welcomed the campaign’s emphasis on authenticity and context. According to one branding expert, AI alone isn’t enough; success comes from grounding the technology in cultural intuition that respects the differences of Nigeria’s many traditions. They note that campaigns that feel genuine tend to resonate far more deeply with audiences than generic nationwide activations.
For Dufil, this isn’t the first time the company has used its brand platforms to celebrate Nigerian culture and community. Its Indomie Heroes Awards have for years spotlighted young Nigerians with extraordinary stories of courage and service, reinforcing the company’s commitment beyond product sales to national identity and civic pride.
Following the recent Mother’s Day celebrations, the “Show Some Love to Mum” campaign continues to gain momentum on social channels and digital platforms. Dufil Prima Foods aims to show that technology can not only reimagine how stories are told, but also who gets to tell them, encouraging Nigerians to share their cultural narratives in ways that are personal, meaningful, and proudly local.
Read:
Senior Reporter/Editor
Bio: Ugochukwu is a freelance journalist and Editor at AIbase.ng, with a strong professional focus on investigative reporting. He holds a degree in Mass Communication and brings extensive experience in news gathering, reporting, and editorial writing. With over a decade of active engagement across diverse news outlets, he contributes in-depth analytical, practical, and expository articles exploring artificial intelligence and its real-world impact. His seasoned newsroom experience and well-established information networks provide AIbase.ng with credible, timely, and high-quality coverage of emerging AI developments.