As preparations intensify for the 2025 edition of Carnival Calabar, Africa’s biggest street party and one of the top five carnivals globally, Okhma Global, the official marketing and brand management agency appointed by the Cross-River State Government, convened a high-impact investment workshop for leading corporate organizations.
The event, held at the prestigious Lagos Oriental Hotel, brought together representatives from over 70 top-tier brands spanning banking, FMCG, telecommunications, oil and gas, aviation, hospitality, and entertainment sectors, all seeking strategic partnership and brand visibility opportunities within the globally celebrated festival.
Speaking during the session, Mary Ephraim-Egbas, Managing Director of Okhma, delivered a data-backed, sector-specific pitch showcasing how brands can leverage Carnival Calabar’s expansive footprint, projected to attract nearly two million physical attendees and reach over 200 million viewers across Africa and the diaspora through extensive media coverage and digital streaming.
“It has been a deeply rewarding engagement,” Ephraim-Egbas stated. “Over the years, we’ve received numerous inquiries from organizations seeking to understand how best to participate in and benefit from Carnival Calabar. This session provided the platform to not only answer those questions but also correct misconceptions about the carnival’s strategic value to brands.”
She emphasized that the 20th edition of Carnival Calabar, set to run throughout December 2025, will be a milestone celebration. Under the leadership of Governor Prince Bassey Edet Otu, the carnival has undergone a major revitalization, receiving unprecedented executive support to restore its stature as a premier destination for culture, tourism, and brand engagement.
“Governor Otu’s commitment has repositioned the carnival for growth, innovation, and renewed global interest,” she added. “The level of interest we’ve seen at this workshop from both legacy and first-time brands is proof that the market recognizes this renewed potential.”
The interactive session concluded with brand executives expressing their excitement about the carnival’s evolution and sharing expectations around programming, innovation, and activation opportunities. Many participants also filled out formal expressions of interest, signaling their readiness to engage further with Okhma and the Cross River State Government on customized brand activations for December.