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Molfix, Dufil Group shine at ADVAN awards


Folake Ani-Mumuney

The Advertisers’ Association of Nigeria (ADVAN) Awards for Marketing Excellence (West Africa), which aims at acknowledging and rewarding marketing professionals who have made outstanding contributions to the profession, recently honoured Molfix, Dufil Group and others for their various contributions to the development of the country.

According to ADVAN President, Mrs. Folake Ani-Mumuney, “The ADVAN Awards for Marketing Excellence, West Africa, is a significant event that appreciates and commends the meticulous effort of marketing professionals towards the success and growth of the marketing industry in the West African sub-region.”

Molfix, the flagship brand of Hayat Kimya launched into the Nigerian market in 2015 has made some eye-popping appearance in the last years with valued driven awards.


Recently, it emerged Brand of the Year at ADVAN awards, and was second position with its “Happy Mums, Happy Families” CSR campaign.Speaking to some of the milestones recorded in three years, Marketing Manager, Hayat Kimya Nigeria, Mrs. Roseline Abaraonye, said, “Amidst the highly cluttered and competitive environment, Molfix defied all odds and played against the already established brands in the category. The brand kept growing steadily year on year until it took over the Nigerian diaper market. Within these three years, Molfix has won multiple awards based on quality, innovation and execution”.

She said Hayat Kimya as a global organisation was a firm believer in giving back to the society. Hence in Nigeria, “We identified the fact that unemployment is a key issue. In addition to the fact that a lot of women have become the breadwinners of their families, the brand thought it wise to empower our mums and enable them earn a living through the brand. As a result, the brand launched the “Happy Mums, Happy Families” CSR campaign. With our first ever award entry on CSR, MOLFIX came second place amidst all the established brands that have been doing this for many years. This has refueled our energy to do more knowing that we have taken the right step in the right direction,” she said.
On the ADVAN awards, Abaraonye said, “I will say what we did right was putting the square pegs in square holes basically. We got real insights about our consumers and we ensured we met the needs and bridged the identified gaps.”

The brand also enjoyed a greater success at Marketing Edge Awards early in the year, when it emerged Unique Brand. Innovatively, its route to market through all retail channels in both rural and urban areas is a first-of-its-kind. Also smiling home on the night was Dufil Group, as three of its brands – Indomie, Minimie Chinchin and Power Oil- clinched eight of the most coveted awards.

While Power Oil came first in the Corporate Social Responsibility (CSR) Category, Indomie clinched third position in the Experiential Marketing Category of the year award. Also, Indomie and Power Oil clinched second and third positions respectively in the Innovation category of the award, as Minimie Chinchin came third in the Campaign of The Year Category. The second and third place positions for Brand of the Year Category went to Indomie and Power Oil respectively, just as Indomie came third in the New Brand/Extension Revitalisation category.

Receiving the awards on behalf of Dufil Prima Foods Plc, the Chief Operating Officer (COO), Mr Sharma Girish, thanked the organisers of the award, noting that the performance of the various brands at the event is a great encouragement to Dufil Prima Foods family, adding, “But we also know that to whomever much is given much more is expected. Therefore, we at Dufil Prima Foods Plc see these awards as incentives for us to do more in bringing different innovations into the production and marketing of our brands. We will not disappoint in that regard.”

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