Ghanaian reggae-dancehall star Emmanuel Andrews Sammini, popularly known as Samini, has signed a landmark brand ambassador deal with Somoco Ghana Limited.
The agreement was formalized on Monday at the company’s headquarters on Dadeban Road in Accra’s North Industrial Area.
The signing ceremony drew company staff and a crowd of enthusiastic fans, who gathered to witness the start of what promises to be a high-profile partnership.
Under the terms of the deal, Samini will lead an extensive promotional campaign across multiple platforms, representing Somoco’s lineup of Boxer motorbikes, RE auto rickshaws, and QUTE quadricycles.
Samini will also take an active role in the company’s Road Safety Awareness Campaigns, using his influence to promote safe driving practices nationwide. The partnership highlights the synergy between Ghana’s entertainment industry and Somoco’s commitment to providing quality transportation solutions.
“This partnership represents a perfect synergy between Ghana’s entertainment industry and our commitment to providing quality transportation solutions,” said Nii Ayi Hyde, Managing Director of Somoco Ghana Limited, at the signing ceremony.
Somoco Ghana Limited is the exclusive distributor for products from Bajaj Auto, the world’s largest three-wheeler manufacturer. The company anticipates that Samini’s endorsement will significantly increase brand visibility and expand market penetration across Ghana.
The collaboration is set to launch its first major promotional campaign in the coming weeks, with Samini-endorsed content expected to appear across all major advertising platforms nationwide.
Fans and consumers alike can look forward to engaging campaigns combining the appeal of one of Ghana’s top musical icons with Somoco’s range of transportation solutions.
This partnership underscores a growing trend in Ghana, where entertainment figures are increasingly playing influential roles in brand promotion and corporate campaigns.
By leveraging Samini’s popularity, Somoco aims to connect with younger audiences while reinforcing its reputation as a leader in the local transportation market.
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