Nearly three decades after Multichoice, the owners of DStv, introduced the first pay TV service in Nigeria, a fierce battle is unfolding in the cable TV sector as other competitors vie for a share of the market.

This situation necessitated a brand repositioning. Our inspiration stemmed from the Pidgin phrase "Naija no dey carry last," which roughly translates to "Nigerians always strive to come out on top." We aimed to showcase Nigeria's accomplishments while offering our enthusiastic support.