Mamuda Care Nigeria Limited has announced the signing of popular Nigerian musician TENI as the new brand ambassador for its household product, Mama Joy Detergent Powder.

The partnership was formalized at Mamuda Care’s production facility in Kano, where TENI was given a tour of the plant. She described the experience as insightful, noting the scale and quality of the operations. “Mama Joy is the real deal, and I want to be part of this story,” she said after observing the manufacturing process.

According to Mamuda Care, the collaboration with TENI aligns with the company’s intention to highlight values such as resilience, care, and everyday pride in Nigerian households. The company stated that the partnership goes beyond marketing and aims to reflect the experiences of families across the country.

TENI’s personal and professional journey, the company said, aligns with Mama Joy’s identity as a locally made product that speaks to trust and functionality. The detergent is positioned as a practical solution for families seeking reliability in household cleaning.

Mamuda Care also announced that the campaign would feature across television, radio, billboards, and digital platforms. In addition to the promotional rollout, the company said the partnership would include initiatives targeted at empowering women and supporting communities.

The brand stated that with TENI as its face, it hopes to connect more deeply with Nigerian households and promote values of quality, authenticity, and shared experience.