Dare Babalola
TV host IK Osakioduwa has disclosed that he declines profitable endorsement opportunities with alcohol and tobacco brands, citing his faith and personal values as guiding factors.
The TV personality made this disclosure in a recent interview on WithChude, stating that his relationship with God guides how he portrays himself as a family-friendly brand.
He said, “How I choose to portray myself in the public space as a family-friendly brand, all of that comes from my relationship with God.
“When you come closer to how we do business, you will find that we are never going to take money over principle.”
IK revealed that this principled stance has come at a significant financial cost, as he has turned down lucrative deals with these brands, stating that they have lost a lot of money, but prioritising principle over profit has been their guiding ethos.
“They are companies that we don’t work for. For instance, we won’t work for a tobacco brand. You won’t see us hosting alcohol brands or tobacco brands.
“Those choices are deliberate, I mean, we have lost a lot of money to it. That is where the money is. They make the most money, and I am not judging anybody who does,” he said.
He clarified he’s not judging others who work with such brands, citing Jesus turning water into wine as an example.
“It’s not a sin to work with them — after all, Jesus turned water into wine. But I believe it’s a position God wanted me to take early in my career.
“In fact, the first big job that was going to pay me multiple millions was an alcohol deal,” the host added.
According to him, God directed him early in his career to take a stand on this issue, and he has stuck to it despite tempting offers.
“I have learned to see money come and go and not do things just for money. That’s why I think my life has been on a straight path all this time.”
