BIGI and Fearless Energy Drink are redefining youth engagement by transforming campus activations into immersive consumer experiences through Soundcity On Tour 2026. The nationwide tour will visit 20 tertiary institutions, bringing music, entertainment, talent discovery and brand interaction closer to thousands of Nigerian students. Speaking, Toyin Nnodi, Head of Marketing, Rite Foods Limited, said the initiative was designed to build stronger relationships with young consumers through experiences that resonate with them. “Through BIGI and Fearless, we are building stronger emotional connections by bringing entertainment, creativity and opportunities directly to young Nigerians,” Nnodi said. As Soundcity On Tour moves to the University of Port Harcourt and other campuses, BIGI and Fearless continue to demonstrate that meaningful consumer relationships can be built not only through products, but also through shared experiences.