Terra Cube Turns BBNaija Highlights Into Memes

Terra Cube has deepened its consumer engagement strategy by transforming moments from Big Brother Naija (BBNaija) Season 10 into shareable cultural experiences, with its newly-launched “House of Joy” campaign driving excitement among viewers nationwide.
In a statement, the firm disclosed that the campaign, anchored on the brand’s long-standing philosophy of “unwrapping joy,” leverages memes to amplify the funniest, most dramatic, and most relatable scenes from the reality show. Through its “Meme O’Clock” feature, Terra Cube encourages fans to capture standout BBNaija moments, add witty captions using the official meme template, and share them online as part of a growing digital community.
Speaking on the campaign, Probal Bhattacharya, Chief Marketing Officer, TGI Group, said Terra Cube’s partnership with BBNaija goes beyond visibility.
“Every moment in the house is an opportunity to connect, to spark joy, and to build tasteful memories that live beyond the screen. Terra Cube is deeply invested in keeping the house alive with energy, laughter, and shared connections because our promise has always been to Unwrap Joy and Unleash Taste,” he said.
A weekly Terra House of Joy Leaderboard highlights the top three entries based on creativity, resonance, and shareability, with winners celebrated within the BBNaija community and rewarded with prizes. Organisers said the initiative has recorded significant daily participation, reflecting quick adoption and enthusiasm among viewers for co-creating content.The memes, drawn from diary room confessions, Saturday night dance moves, sharp one-liners, and emotional outbursts, often extend beyond the show, doubling as social commentary and universally relatable humour,’’the statement read.
Industry watchers said Terra Cube’s “House of Joy” initiative is a fresh model for consumer engagement, bridging entertainment and brand experience while positioning Terra Cube as more than just a kitchen essential but also a part of everyday culture.