The agency grew out of the Tolaram Group, one of West Africa’s largest consumer goods conglomerates and the company behind Indomie, Power Oil, Dano Milk, Colgate Nigeria, and twelve other brands that are part of Nigerian daily life. Working that account, year after year, built something most agencies spend careers trying to acquire: a genuine, granular understanding of what moves Nigerian people.
Our Story
In 2024, on its maiden entry into LAIF, Nigeria’s most competitive advertising awards in its 19-year history, Spice 360 placed 4th overall. Five golds, seven silvers, four bronzes. Ninety points. The three agencies ahead were Insight Publicis, X3M Ideas, and Noah’s Ark. Agencies that had been competing since the festival launched. It was not a surprise to anyone who had seen the work.
In April 2025, Biodun Adefila joined as Managing Director, bringing two decades of senior leadership from SO&U and a client list that includes Guinness Nigeria, GTBank, Unilever, P&G, and Access Bank. Rotimi Ade-Onojobi joined as Creative Director, with a decade of creative work across Heineken, Airtel, Nestlé, and the 2022 Indomie campaign that earned global recognition on Ads of the World.
Selected work
From integrated campaigns to LAIF-winning creative. A look at what Spice 360 builds for brands that mean business.
The brief was never to sell noodles. The brief was to tell the truth about the emotional contract between a Nigerian mother and her family’s kitchen. Built on that single insight, ‘Mother’s Love’ became a film and digital campaign directed by Jay Bhansali of KKDD Films. It earned global recognition on Ads of the World and set the standard for how the Indomie brand speaks to its most important audience.
Case Study / Indomie / 2022
What we offer
Stories people actually care about
In a market where attention is the scarcest resource, the campaigns that build brands over time are the ones that earn it. We produce TV commercials, digital films, and video campaigns from brief to final cut. The 2022 Indomie ‘Mother’s Love’ campaign, directed by Jay Bhansali of KKDD Films, earned global recognition on Ads of the World. That is the standard we work against.
The conviction before the campaign
Naming, visual identity, brand voice, and positioning for brands that want to own a corner of the market. Before a line of copy is written, we work out what the brand actually believes and whether that belief will move the people it’s made for. The insight driving any campaign worth making is almost always found in this stage.
Built for the speed of this culture
Always-on content strategies and social media campaigns for brands navigating Africa’s most active online market. We write and design for Nigerian audiences, not for global templates adapted downward. The difference shows up in the engagement numbers.
Every channel, one idea
Strategy and production across TV, radio, OOH, digital, experiential, and print, as a single coherent campaign. Not parallel workstreams loosely branded under one name. One insight, expressed with equal force at every point where the consumer encounters the brand.
Put the brand in the room
Live activations, consumer promotions, and on-ground experiences that bring the brand into direct contact with its audience. From the Indomie Fan Club running in schools across Nigeria to large-scale promotions like Eat and Win, we build activations that move products and generate earned media.
Sharper insights, faster
We use AI tools to surface consumer insights, test creative hypotheses, and identify content patterns before committing production budgets. No established Nigerian agency has built this as a named, premium service line. We have. It is a practical advantage in how we work, not a technology pitch.
Awards & Accolades
Nigeria’s Lagos Advertising and Ideas Festival ran its 19th edition in 2024. More than 50 agencies competed across categories including Print, Film, Digital Craft, and Integrated Campaigns. On debut, Spice 360 accumulated 90 points: five golds, seven silvers, four bronzes. The final ranking placed the agency 4th nationally.
The three agencies ahead were Insight Publicis, X3M Ideas, and Noah’s Ark, agencies with decades of institutional history behind them. Industry press named Spice 360 a standout among new entrants. The agency called it confirmation.
Who we work for
Spice 360 is Tolaram Group’s dedicated creative partner. Active mandates span Indomie, Dano Milk, Power Oil, Kellogg’s Nigeria, Colgate Nigeria, 2sure, Hero, Minimie, Lush Hair, and Hypo, across food, personal care, and lifestyle categories. The relationship is not a roster entry. It is the account that built the agency’s creative instincts.
How we work
Five stages, every client engagement runs through all of them
We push back before we start. A brief that cannot survive interrogation cannot survive the market.
We find the specific Nigerian consumer truth the brief has been working around. That truth is the campaign.
Ideas rooted in culture, designed to earn attention, built to change behavior. Not decoration.
Strategy and production under one roof, across every format, at the same standard.
We measure against what we agreed to measure. We report what we found, including what did not work.
