According to Roland Akpe, Marketing Manager, Oil & Fats Portfolio, Tolaram, “In a media environment defined by fragmentation and shrinking attention spans, sponsorship effectiveness increasingly depends on what audiences do rather than what they see.”

Power Oil’s activation around MasterChef Nigeria reflects this shift.

Instead of relying solely on broadcast exposure, the brand created an integrated challenge that encourages home cooks to create content, share their culinary skills and build communities around their entries.

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The strategy mirrors broader changes across digital culture where consumers seek opportunities for recognition, self-expression and influence.

More importantly, it transforms sponsorship from a communication activity into a behaviour-building platform.

For FMCG brands seeking deeper consumer engagement, the lesson is clear: participation drives stronger relationships than visibility alone.