By What started as a simple campaign slogan has now grown into a cultural expression across Nigeria. The “Pour Pure Love” campaign, originally designed to promote product values, has struck a deeper emotional chord with everyday people. According to the creators, it’s no longer just a tagline—it’s a way of life.
Customer Alfred Odu summed it up best: “The campaign is a reminder that love isn’t just spoken, it is poured out in actions.” His words reflect how the campaign has found its way into daily routines, influencing how people connect with one another, especially through shared meals and kind gestures.
Ahmed Mohammed, another customer, echoed the sentiment. He said, “The phrase ‘Pour Pure Love’ has transcended its origins, becoming a part of everyday language among Nigerians.” He believes cooking now means more than just making food—it’s about putting love into every step, and the campaign beautifully captures that essence.
Behind the movement is the team at TGI Group, who say the impact has gone beyond their expectations. “Developing the ‘Pour Pure Love’ campaign took an immense amount of thought and insight,” said Probal Bhattacharya, Chief Marketing Officer at TGI Group.
Bhattacharya added that their goal was to do more than sell a product. “We wanted to create a message that not only showcases our product’s quality but also resonates deeply with the values and emotions of our consumers,” he said.
Now, with “Pour Pure Love” becoming a phrase people use to show care and generosity, the team sees the campaign as a lasting contribution to Nigerian society—one that encourages people to live and love more intentionally every day.
