Retail chain Bokku Mart has tendered a public apology after facing widespread backlash over a viral advert tagged “Omo Igbo”, which many Nigerians described as ethnically insensitive.
The controversy erupted after a female content creator, identified as Defolah, featured in a promotional video posted on Bokku Mart’s social media page on Tuesday. In the clip, she said, “No Omo Igbo can cheat me,” — a phrase many considered derogatory towards Nigerians of South-East origin.
The video, which was swiftly deleted, sparked outrage across social media platforms. Critics accused the supermarket of promoting ethnic bias, with hashtags calling for a boycott of the brand trending on X (formerly Twitter).
Responding to the uproar, Bokku Mart issued an apology via its official X handle on Friday, describing the language used in the advert as “offensive and hurtful.”
“We are deeply saddened and disturbed by a video recently shared online that contained offensive and hurtful language.
The language used in the video was unacceptable and deeply misaligned with Bokku’s values,” the company said.
The retailer clarified that the content originated from an external influencer and was
published by a third-party media agency without prior internal review.“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,” the statement read.
To prevent future lapses, Bokku Mart said it had reinforced its internal review and vendor management processes.
“We have since strengthened our content approval and vendor oversight processes to ensure such an incident never happens again.”
Reaffirming its commitment to unity and inclusivity, the brand stressed that it stands for “love, respect, and diversity among all Nigerians.”
“Bokku Mart is more than a retail brand; we are a proudly Nigerian company built on love for our people and communities.
We celebrate our nation’s rich diversity and stand firmly against all forms of discrimination.”
Meanwhile, the influencer, Defolah, has also issued a public apology on social media, sharing screenshots and expressing regret over the incident.
The controversy has reignited a wider conversation about responsible influencer marketing and the need for cultural sensitivity in brand communication.
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