Bokku Mart, a popular Nigerian grocery store, is under intense public fire after a controversial advertisement was accused of promoting tribalism and ethnic profiling against the Igbo community.
The viral video—since deleted—featured influencer Defolah comparing Bokku Mart’s prices to those in local markets. However, a statement in the clip triggered outrage nationwide.
“So you mean I can get beans and garri Ijebu at Bokku without any Omo Igbo cheating me?” Defolah said in the ad, sparking allegations of ethnic bias.
“It’s so relaxing to shop without someone pulling you from the left and right, shouting my colour,” she added.
The backlash was swift. Social media users condemned both the influencer and the brand for promoting ethnic stereotypes in marketing. Many accused Bokku Mart of deliberately disrespecting Igbo traders and called for a nationwide boycott of its stores.
Defolah has since issued a public apology, saying her words were not intended to offend.
“I sincerely apologize. It was never my intention to promote any form of tribal bias or disrespect to the Igbo people,” she posted on X (formerly Twitter). “I am deeply sorry for my words and I have definitely learned from this.”
Despite the apology, online outrage continues. “Bokku Mart posted an advert insulting Igbos with slurs. Any Igbo who still patronizes them is an enemy of their tribe,” one X user wrote.
Another compared the ad to “Shoprite running a campaign calling Nigerians thieves,” highlighting how dangerous and careless ethnic stereotyping can be.
Critics also took aim at the brand’s management team, accusing them of failing to vet the ad before publication. “Everyone on Bokku’s marketing team needs to take accountability for that embarrassing ad. Even if the creator decided to be reckless, your job as the brand’s representative is to catch that,” one user commented.
Others questioned Bokku’s business ethics. “By engaging in stereotyping by calling another tribe ‘cheaters,’ you reduced your business to another ethnocentric brand,” wrote @firstladyship, a social commentator.
The controversy has since become a trending topic, with hashtags such as #BoycottBokku, #SayNoToTribalism, and #RespectIgboTraders dominating X.
While Bokku Mart’s management has yet to release an official corporate statement beyond Defolah’s apology, calls for accountability and reparative action continue to grow.
At Jocomms, we believe Nigerian brands must lead by example—celebrating diversity, not exploiting it for clout or clicks. The backlash against Bokku Mart is a stark reminder that cultural sensitivity is not optional in today’s Nigeria.
Visit our website at www.jocomms.com for more stories and updates.
#BokkuMart #TribalismInNigeria #IgboTraders
