Bokku Mart apologizes over ethnically insensitive Ad, vows stronger oversight

Bokku Mart apologizes over ethnically insensitive Ad, vows stronger oversight

Popular retail chain Bokku Mart has issued a public apology following widespread backlash over a promotional video deemed ethnically insensitive by many Nigerians.

The controversy erupted on Tuesday after a female influencer, identified as Defolah, appeared in a now-deleted advert posted on Bokku Mart’s social media platforms. In the video, Defolah, while promoting the affordability of the supermarket’s products, remarked, “No Omo Igbo can cheat me”—a statement widely condemned as derogatory towards Nigerians of South-East origin.

The comment sparked immediate outrage online, with many accusing the brand of promoting ethnic prejudice and calling for a boycott of its services. Defolah has since apologized for the remark.

In a statement released via its official X (formerly Twitter) handle on Friday, Bokku Mart described the language used in the video as “offensive and hurtful,” and emphasized that the content did not reflect the company’s values.

“We are deeply saddened and disturbed by a video recently shared online that contained offensive and hurtful language,” the statement read. “The language used in the video was unacceptable and deeply misaligned with Bokku’s values.”

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The company clarified that the video was produced by a third-party media agency and featured an external influencer. It acknowledged that the content was published without internal review, but accepted full responsibility for its appearance on official platforms.

“While the content originated from an external influencer and was published by a third-party media firm without prior review by our team, we take full responsibility for its appearance on our platforms,” Bokku Mart stated.

In response to the incident, the supermarket said it has implemented stricter content approval protocols and enhanced oversight of external vendors to prevent future occurrences.

“We have since strengthened our content approval and vendor oversight processes to ensure such an incident never happens again,” the statement continued.

Reaffirming its commitment to inclusivity and national unity, Bokku Mart described itself as a proudly Nigerian brand that celebrates the country’s cultural diversity.

“Bokku Mart is more than a retail brand; we are a proudly Nigerian company built on love for our people and communities,” the company said. “Our mission is to make everyday life better for all Nigerians by ensuring access to quality products at affordable prices. We celebrate our nation’s rich diversity and stand firmly against all forms of discrimination.”

The incident has reignited conversations around responsible advertising and the need for brands to be culturally sensitive in their messaging.

 

Bokku Mart apologizes over ethnically insensitive Ad, vows stronger oversight