Filani: ‘Alarambara’ is Meant to Connect Sunlight Consumers
Nollywood Actress, Mosun Filani, who plays the lead role in ‘Alarambara,’ a radio drama series conceptualised by Unilever Nigeria to refresh consumers’ memory on the Sunlight brand told Raheem Akingbolu that the concept has achieved its aim
Consumers of Sunlight, a legendary brand from the stable of Unilever Nigeria are in for a celebration moment. In the last few weeks, the company has been celebrating the success of the product and its relationship with the patrons through a radio drama series, ‘Alarambara.’ The activation platform reached the climax recently in Ibadan, when characters in the drama and consumers were hosted to a party.
At the ‘audience meets-your- star’ party, consumers were given the opportunity to interact with the brand owners and the screen idol, Moji Filani. She plays the role of ‘Sisi oge’ in the drama.
The actress, who spoke to THISDAY, after the party said the event, was initiated to celebrate the successful run of the familycentred radio series and appreciate the brand’s loyal customers, especially fans who tune in regularly to enjoy the radio programme. She also fielded questions from the audience on her career, family and role in the radio skits.
She described ‘Alarambara’ the title of the drama as something that is complex but exiting, which she said a team of creative eggheads settled for to point out the uniqueness of the Sunlight brand. “The word ‘Alarambara may not be easily understood by people who are not versed in Yoruba Language because it involves different activities and different thinking. But it’s a title of the reality drama sponsored by promoters of the Sunlight brand. It is also worthy of note that sunlight is colorful, wonderful, and it’s very refreshing, may be that is where the title of the drama and the brand connects. The title, in many ways, connects and connotes the meaning of sunlight.
On her role, ‘Sisi Oge’ in the drama and its relevance to the brand aspiration, the actress said she represents apostle of good relationship, behavior, cleanliness, among others.
On what makes the drama appeals to the public, she said; “What makes the drama appealing to the public is the fact that it is anchored on real life situation, just like a societal mirror, experiences that people can easily relate with,”
She described the Ibadan party as a platform to appreciate the esteem customers of Sunlight, who have over the years remained loyal to the brand. “It was an ‘Owambe’ party put together to celebrate consumers. And for those who have been following the program. To put it better, I think it was like a get together to meet with the faces behind the scene, to interact with one another, and also meet the artistes in the program.
Filani spoke at length on the power of the Sunlight brand and how consumers have remained committed to it for decades. “Sunlight is a two-in-one product. Aside the fact that it washes clean, it still gives a good fragrance after your clothes must have been dried and that makes you want to continue to use it. In a way, it delivers its brand promise. Unlike other detergents that give patches on the hands after washing, Sunlight gives no such problem. Again, one has no reason to fear about the possibility of washing away colours or blurred appearance after use as it common to many products. Sunlight is just too perfect for cloured and plain clothing,”
Asked if she thought the ‘Alarambara’ drama series actually depicts what is happening in the society today, the actress answered in the affirmative.
“Yes I think so, because as human beings we are always involved in one relationship or the other. The story line of ‘alarambara’ and the episode actually capture the day to day activities of people in our society. I know people must have learned enough from the stories, how they can mend their relationships and how they can make their houses and clothing look clean at all times. To this end, I am convinced that the show has gained so much popularity and also has positively impacted on the lives of people in our society.
To connect with non Yoruba speaking consumers, Filani said the producers of the drama created lively social media platforms like the website and face book, which give them opportunity to interact and follow the drama. According to her, translation into English of each of the episodes is done perfectly through the platforms.
Giving her feelings about the feedbacks on the drama, she said she gets thrilled when people call in during live programmes to commend her for her role or appreciate the story lines. “People call during live and the rate at which they call made me to know that ‘alarambara’ has gained so much popularity. For example, I recently had a live radio program in Abeokuta and people called in from Ondo, Ibadan on how they felt about the drama. That is to show how popular the program is,”
She however dismissed the possibility of dumping Sunlight when the contract is still on and jumps to another competing brand for financial inducement.
“In corporate world, we are not allowed to do that, once I am handling this for sunlight detergent, I am not permitted to handle any competing brands until I am done with my contract with them. Beyond global practice, I think it is even morally wrong.”