IK Osakioduwa rejects lucrative alcohol and tobacco endorsements, choosing faith and principles over financial gain

TV personality IK Osakioduwa has disclosed that he consistently declines lucrative endorsement deals with alcohol and tobacco companies, citing his faith and personal principles as guiding factors.

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Speaking in an interview on WithChude, Osakioduwa explained that his relationship with God shapes how he presents himself as a family-friendly public figure.

“How I choose to portray myself in the public space as a family-friendly brand, all of that comes from my relationship with God,” he said.

The media personality admitted that this stance has cost him substantial financial opportunities. “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,” he explained.

IK emphasised that these decisions are deliberate and not meant to judge others who choose to collaborate with such brands.

He referenced the biblical story of Jesus turning water into wine as an example of context, adding, “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.”

He recounted turning down his first major high-paying endorsement an alcohol deal worth multiple millions following divine guidance.

“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,” Osakioduwa said.

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By prioritising faith and integrity over financial gain, IK Osakioduwa has maintained a consistent public image aligned with family values, underscoring the role of personal principles in shaping career decisions.