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Igbo language won’t go into extinction, says Pete Edochie


From Maurice Okafor,Enugu.


One of Nigeria’s leading veteran actor, who is currently an Ambassador with life Continental beer, Ichie Peter Edochie,has tasked the people of the South East zone and beyond who are of the Igbo tribe, not to allow their language and culture to go into extinction.


Chief Edochie said that he was pained to the marrow when he read about UNESCO predictions some time ago,which asserted that Igbo langauge will go into extinction in the next few decades.

He stressed the Igbo nation at all sectors must counter the prediction from turning into reality by speaking and promoting Igbo culture and values in all ramifications
Ambassador Pete Edochie gave this task at the occasion of unveiling of  Life Continental Beer  captivating TVC campaign tagged, “Celebrating the industrious and resilient spirit associated with the Easterners”, held at The base event center,Enugu,on Thursday, September 2.


Edochie lamented that most Igbo sons and daughťers after embracing their higher education and exposure, no longer speaks Igbo language fluently,even as they have shielded away Igbo traditional systems of greetings,dressing,honour to the male folk for foreign cultures. 


He said it is a misconception by some elites to think that the embrace of western education mandates those advantaged to ignore the Igbo vernacular and cultural values.Edochie revealed that in as much as he was trained and brought up by the British government and speaks polished english language,he is still very fluent with Igbo language. 


 He tasked the Igbo nation to rediscover their proud and rich cultural heritages,which also is embedded in their spirit of enterprise for the socio economic development of the Igbo race and Nigeria at large.

Speaking earlier, the corporate Director, Life continental beer Sade Morgan hinted that the launch rides on The TVC also features prominent locations  one of the most character-defining adages of the Igbo culture,

“Turu Ugo Lota”, a charge given by parents and guardians, encouraging their children in search of greener pastures to go out and bring home glory. 


The unveiling also featured a socio-cultural discourse with  theme, “Bringing Home the Glory: A toast to Progress and Success”  by prominent panelists from the region who converged to discuss the potentials of the rich eastern human resource and the need to continue to promote hard work and integrity across Nigeria and beyond. 


Life continental beer  figures who participated in the panel discourse include  the Sales Director Nigerian Breweries Plc, Uche Unigwe, the Corporate Affairs Director, Sade Morgan, the Onowu of Abagana, Dr Nwachukwu Anakwenze and other royal fathers, Nollywood sensation, Chief Yul Edochie, among others.
The  Sales Director, Nigerian Breweries Plc, Uche Unigwe  described life beer as progressive.


His words, “Life Continental Beer is Progressive and that is why we have taken creativity and engagement a notch higher by crafting this awe-inspiring campaign- Turu Ugo Lota. We have also gone a step further to converge great minds who will discuss the limitless opportunities and possibilities within us as a region in today’s social-cultural discourse titled —Bringing Home the Glory.


Extolling the grand unveil,  Ambassador Pete Edochie stated, “I am delighted to be a part of this era defining celebration of the east by Life Beer. No matter who we are and how far from home we travel in our respective quest to attain success, the greatest reward can be found in coming back home to celebrate your wins and pave the way for others to also achieve progress and success.”

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