In a major cultural announcement, the indigenous Nigerian conglomerate Ashburton International Ltd. has revealed that legendary Nollywood actor and the iconic voice of Big Brother Naija, Ejike Ibedilo, will be the special guest of honour at the highly anticipated 2025 Calabar Yearly Cultural Festival.
Strategic Partnership for Cultural Elevation
This significant move is made in partnership with the administration of Cross River State Governor, Bassey Otu, which has been actively working to boost the state's profile as a premier destination for tourism and cultural events. The collaboration underscores a shared vision to promote Nigerian heritage on a global stage.
Ashburton International, known for its diverse portfolio including Ashburton Quarries Akamkpa, Ashburton Court Calabar, and the flagship NCREDIBLE Diapers® brand, consistently champions economic resilience. The company's strategy focuses on empowering local industries, generating employment, and scaling homegrown brands to international competitiveness. Selecting a cultural titan like Ibedilo aligns perfectly with its mission to highlight excellence, foster national pride, and support African creative and economic leadership.
The Iconic Profile of Ejike Ibedilo
Ejike Ibedilo is a multi-talented entertainer whose influence stretches across Africa and beyond. His career is a tapestry of significant achievements in acting, voice-over artistry, radio broadcasting, event hosting, and media strategy. He is perhaps most famous for his unmistakable baritone voice, which served as the official narrator for Big Brother Naija, defining an era of television and earning him continental acclaim.
His filmography is extensive, featuring roles in over fifty successful Nollywood productions. Notable titles include "The Screenplay", "Heart of Men", "Twist of Fate", "Memories Unforgotten", "Perfect Nobody", and "Sisters by Chance", spanning genres from drama and action to romance and family stories.
Before his Nollywood fame, Ibedilo honed his skills as an On-Air Personality (OAP) at Cool FM in Lagos, where his commanding presence and deep audience connection made him a favourite. Beyond his professional life, he is recognised as a committed family man and community-focused public figure, attributes that enhance his widespread, cross-generational appeal.
Voices of Support for the Festival
Governor Bassey Otu expressed his honour in welcoming Ibedilo, stating that the actor's profound cultural influence aligns with the state's goal to present Cross River as a global hub for creativity, tourism, and celebration.
Mohammed Aliyu Obike, Chairman of Ashburton International Ltd., praised Ibedilo as a symbol of excellence and national pride. "His voice has shaped modern entertainment, and his presence at the Calabar Festival is a testament to what is possible when creativity meets purpose," Obike said. He reiterated that hosting Ibedilo reflects Ashburton's commitment to driving indigenous economic resilience and amplifying local talent.
Adding a royal endorsement, His Royal Majesty, Edidem Ekpo Okon Abasi Otu, the Obong of Calabar, warmly welcomed Ibedilo. As the custodian of Calabar's heritage, he noted that the actor's iconic career embodies Nigerian excellence and that his presence honours the festival's mission to showcase the region's rich traditions to the world.
The 2025 festival also serves as a platform for Ashburton's upcoming commercial milestone: the launch of its NCREDIBLE Diapers® in Nigeria from Calabar in the coming months. This flagship project boasts support from an array of world-renowned personalities, including Zacharia Ali, Cash Jones, Nick Cannon, Floyd Mayweather, and Burna Boy.
Ultimately, the announcement positions the Calabar Yearly Cultural Festival as a premier event where cultural iconography and indigenous economic development converge, promising an unforgettable celebration of Cross River State's vibrant heritage.
