Media personality IK Osakioduwa has revealed that he deliberately avoids working with alcohol and tobacco brands, a decision rooted in his personal values and Christian faith — even though it has cost him significant income over the years.
The 46-year-old broadcaster made the disclosure during an interview with Chude Jideonwo, where he spoke candidly about the principles that guide his career choices.
According to IK, turning down lucrative endorsement deals has been a conscious and consistent decision.
“They are companies that we don’t work for. For instance, we won’t work for a tobacco brand. You won’t see us hosting alcohol brands or tobacco brands,” he said.
“Those choices are deliberate. I mean, we have lost a lot of money to it. That is where the money is. They make the most money, and I am not judging anybody who does.”
He explained that his desire to maintain a family-friendly public image is deeply tied to his relationship with God.
“How I choose to portray myself in the public space as a family-friendly brand — all of that comes from my relationship with God,” he said.
“When you come closer to how we do business, you will find that we are never, ever going to take money over principle.”
IK was careful to clarify that working with alcohol or tobacco companies is not inherently sinful.
“It’s not a sin to work with them — after all, Jesus turned water into wine,” he said.
“But I believe it’s a position God wanted me to take early in my career.”
He revealed that one of the earliest defining moments of his career involved rejecting a highly lucrative alcohol-related endorsement.
“My first major opportunity that could have paid me multiple millions was an alcohol brand,” he said.
“I have learned to see money come and go and not do things just for money. That’s why I think my life has been on a straight path all this time.”
IK began his broadcasting journey at Rhythm 93.7 FM, where he was popularly known as “Wildchild,” before rising to continental fame as the host of Big Brother Africa. Over the years, he has hosted major television shows and high-profile events, and also runs his own communications company.
He married his wife, Olohije, in 2008, and the couple have two children.
His comments have since sparked conversations online about values, faith, and the cost of staying principled in an industry where money often dictates opportunity.
