In 2006, Globacom introduced the idea of celebrating entertainers by endorsing them as brand ambassadors. Soon after, other telecommunication brands followed suit and enriched the entertainment industry professionals by also endorsing artistes, actors, and comedians.
As the pacesetter, GLO has invested billions of naira into their ambassadors, but a few months back, there was a massive downsizing of Glo ambassadors, due to the economic state of the nation.
The likes of Wizkid, P-Square, Wande Coal, Sammie Okposo, Burna Boy et. al. were discarded from the payroll and a few others had them replaced.
Timaya was not among these new signees initially, but just last week Globacom made him their brand ambassador.
The following entertainers are also in the list of Glo Ambassadors: Patience Ozokwor, Omawumi, Ego, Yvonne Nelson, Nadia Buari, M.I Abaga, Basketmouth, Bovi Ugboma, Reekado Banks, Korede Bello, Di’ja, Funke Akindele, Ime Bishop, Odunlade Adekola, Bimbo Oloyede, Ego Ogbaro and Flavour.
Due to Nigerians inquisition to know the criteria used in signing Timaya, the telecom brand explained the reason, linking it to Timaya’s success.
“Timaya was made a Glo ambassador because of his success in the music industry and for being an inspiration to millions of Nigerian youths, especially in the South-South part of the country where he is popularly known as the Egberi Papa 1 of Bayelsa,” GLO said in a statement.
It’s been an upward movement for the self-styled Egberi Papa 1 of Bayelsa, ever since he first hit the limelight in 2007.
Timaya is a product of a Port-Harcourt hosted talent hunt show organized by Nollywood veteran actress, Hilda Dokubo. He also claimed to have been a street boy who sold plantain to survive.