Beyond the glamour and
rewards that annually herald the Indomie Independent Day Award, an
initiative of Dufil Prima Foods to reward bravery and innovation in
Nigerian children, Raheem Akingbolu accesses its impact on consumers and
brands from the stable.
In today’s market, Corporate Social
Responsibility (CSR), one of the stems of sound corporate governance,
has attained a global and local height. The reason is obviously because
of its impacts in
helping nations meet their sustainable development
goals. This explains why top executives across different industries want
to demonstrate their corporate citizenship through altruistic, ethical
and legal initiatives that presents their organisations as socially
responsible.
However, the big challenge for
executives is how to develop an approach that can truly deliver on these
lofty ambitions. Some innovative companies have managed to overcome
this hurdle, with community partnership as one way to create value for
both the business and society simultaneously. Some others have also been
able to create a sustainable CSR Strategy tailored towards their
values.
Dufil Prima Foods example
Two decades after entering Nigerian market with Indomie noodles, Dufil Prima Foods, had initiated an unusual rewarding system for children. Before then, the company had consistently involved in sponsorship of sports activities in schools. But in a renewed vigor to further impact its target market, Indomie Independent Day Award (IIDA), for heroes in Nigeria, was initiated in 2008 to reward physical, social and intellectual bravery among children. Eleven years after, the reward system have not only changed lives but have also deepened the relationship between the brand and children because of its direct impact.
Two decades after entering Nigerian market with Indomie noodles, Dufil Prima Foods, had initiated an unusual rewarding system for children. Before then, the company had consistently involved in sponsorship of sports activities in schools. But in a renewed vigor to further impact its target market, Indomie Independent Day Award (IIDA), for heroes in Nigeria, was initiated in 2008 to reward physical, social and intellectual bravery among children. Eleven years after, the reward system have not only changed lives but have also deepened the relationship between the brand and children because of its direct impact.
Under this corporate social
responsibility, Dufil has assisted many children to advance their
careers with various amounts provided as some of the past winners have
funded their education from the scholarship funds received from this
award. “We can therefore boldly say that Dufil Prima Foods is playing
its part in helping to build future leaders for Nigeria”, Chief
Executive Officer, Tolaram Group West Africa, Pawan Sharma said at the
2019 edition.
According to him, the award is a
reflection of the importance and belief of our company in the
extraordinary qualities of the Nigerian child which must never be
ignored but rather, celebrated.
“This is also in consonance with our
core values and deep-rooted belief that in every child lies the seed of
greatness. Dufil Prima Foods believes that children need to be
empowered. IIDA is part of our efforts to empower our children and we
have carried this out relentlessly for the past 12 years”. The award was
introduced in 2008 to celebrate and reward acts of heroism in young
children who have made notable sacrifices at great risk to themselves.
“Through the years, Dufil has enlarged
its concentration areas on CSR, in an effort to continuously impact
positively on the lives of our consumers, most importantly the children.
The joy we derive in giving back to the society as a responsible
corporate citizen brings our founding principles to life”, Pawan said.
Pawan Sharma said the initiative was
established to fill the gap that exists in celebrating and rewarding the
positive efforts, strong character and achievements of many young
children who have exhibited various acts of courage and heroism at one
time or the other within the country.
“This event is noteworthy as it is in
consonance with the core values and deep-rooted belief of our company
and the brand that in every child lies what it takes to become great”.
According to Pawan, Dufil Prima Foods
would always celebrate children who serve as change agents in their
respective communities and beyond. “Apart from providing these children
with an enthusiastic brand, Dufil believes that children need to be
empowered. And this, we are doing as a brand”.
Reflecting on the award, General Manager
Indomie, Gauruv Sharma said the company has since realised as a
socially responsible organization that the spirit of true heroism does
not only rest within the purview of adults who understand the full
implication of their actions, but also in the heart of children, who
forgo the consequences of their actions to save lives and redeem the
future.
Today, the Indomie Hall of Fame are discovered children who have in different situations faced insurmountable challenges, stared at death in the face, fought against peer pressure, against lack, against fear, against disabilities and most importantly, conquered self.
Today, the Indomie Hall of Fame are discovered children who have in different situations faced insurmountable challenges, stared at death in the face, fought against peer pressure, against lack, against fear, against disabilities and most importantly, conquered self.
Through the award, education is
enhanced, “lives have been transformed, lives have been changed. People
who have never dreamt of leaving their localities are being flown to
Lagos and publicly celebrated in the presence of the high and the mighty
of the society which is an experience imprinted in the mind of these
children’s memories for life”, Gauruv said.
2019 Edition and Winners
In line with the pattern of the previous editions, the organisers of the award have rewarded three more heroes as winners of the 2019 Indomie Independence Day Awards (IIDA). Each awardee went home with a cash scholarship fund of one-million-naira courtesy of Dufil. Additional donations came in from kindhearted individuals and corporate organisations.
In line with the pattern of the previous editions, the organisers of the award have rewarded three more heroes as winners of the 2019 Indomie Independence Day Awards (IIDA). Each awardee went home with a cash scholarship fund of one-million-naira courtesy of Dufil. Additional donations came in from kindhearted individuals and corporate organisations.
With the emergence of this year’s set of
winners, a total of 42 winners have now been rewarded over the 12 year
existence of the initiative.
Anthony Lawrence is a 14-year old boy
from Umuokpara Dibia, Okohia, Isiala Mbano Local Government area of Imo
State. He is a Junior Secondary School (J.S.S.3) pupil of Osu Technical
College Okohia, Isiala Mbano. The Father is a farmer while the mother is
a private school teacher. From the lad’s restless drive and instinct,
he constructed a functioning prototype police patrol van, employing
electronic components salvaged from waste bin, carton boxes and glue.
“Manufacturing of the van started in my
dream. I saw the construction of the van in my dream and when I woke up,
I started assembling the materials for the same car. I will go to
dustbin and pick necessary materials. I will ask my dad for money to buy
other things. This is how I made the van. I control the van to move
front and back with remote made by me”.
However, Indomie team search for the
annual Independent Day Award for heroic children around the country
located Anthony in his bucolic village. The distinguished jury for the
award found Anthony’s innovation as deserving enough for the award. The
young lad received N1m from Prima Dufil Foods, maker of Indomie in the
Intellectual bravery category of the company’s 2019 CSR Indomie
Independence Day Awards (IIDA) initiative to encourage his education and
further his career. Anthony wants to be an engineer.
“I am begging more individuals, corporate and government to assist me to take my dream further” Anthony Lawrence whose van has siren and other functions of police van and who was rewarded for Intellectual bravery told THISDAY after the award in Lagos.
“I am begging more individuals, corporate and government to assist me to take my dream further” Anthony Lawrence whose van has siren and other functions of police van and who was rewarded for Intellectual bravery told THISDAY after the award in Lagos.
Other children that emerged heroic in
the 2019 award were 13-year-old Yahaya Zaki from Sokoto State, who
risked his life entering into a Well of water to save a young girl who
had slipped and fell inside. He was rewarded N1m in the Physical bravery
category.
The third winner, Kanyeyachukwu Tagbo-Okeke is an autistic artist who helps other autistic kids by raising awareness about autism. Kanye, a 9-year-old who lives in Maitama, Abuja also won the sum of N1 m scholarship award in the social bravery category.
The third winner, Kanyeyachukwu Tagbo-Okeke is an autistic artist who helps other autistic kids by raising awareness about autism. Kanye, a 9-year-old who lives in Maitama, Abuja also won the sum of N1 m scholarship award in the social bravery category.
Limited in verbal skills, Kanye was
diagnosed with autism at three and a half years but was noticed to be
exceptional in art. According to the mother, they noticed that Kanye
started drawing on walls and any surface he could find; he was then
subsequently enrolled in an art class. He was able to communicate with
his painting as his emotions are reflected in his works.
Last year, he was given the Flame of
Peace International award for outstanding work in art by the Arch-Duke
and Arch-Duchess of Austria in Vienna, becoming the youngest awardee
ever. He was also made a fellow – the youngest one ever – of the
Association, because of his outstanding work.
In an event organised by his family in April, Kanye’s artworks were
given out for auctions and most of the proceeds went to other kids who
are on the autism spectrum but could not afford the needed therapy. His
artworks also serve to increase awareness about autism.
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