The Easter statement from Sterling Bank to Christians has sparked fresh indignation many hours later. Many people are asking if the bank’s managing director, Abubakar Suleiman, a Muslim, would have permitted such a joke if it had been about Prophet Mohammed (PBUH). The Advertising Practitioners Council of Nigeria (APCON) has threatened to censure Sterling Bank for their “disgusting” Easter message. Recall that in a contentious message, Sterling Bank said that Christ had risen, just like Agege bread, in an attempt to draw a parallel between the resurrection of Christ, which Christians commemorate on Easter Day, and the rising of bread when heated. The puffy, fluffy, elastic, and chewy texture of Agege bread makes it one of Nigeria’s most popular homemade breads. It’s a slightly sweet white loaf that’s normally unsliced, oblong, and baked in a tin, and is known for being incredibly soft and fluffy. The bread is named Agege bread because it comes from the Agege neighbourhood of Lagos. Despite its sweetness, some additives employed in its manufacturing are said to make the bread unhealthy to eat. Easter commemorates Jesus Christ’s death, resurrection, and ascension into heaven, according to Christian faith. In essence, the bank was attempting to show Jesus Christ rising like puffy ‘Agege bread.’ The parallel, which sparked outrage among Nigerians, caused the bank to issue an apology, asking, in reference to the Bible, that he who has never sinned cast the first stone. Even as numerous analysts contend that the message was done in poor faith, the apology failed to appease many who insisted that it was done halfheartedly. “How can you compare the rising of Jesus Christ with the rising of Agege bread?�� is this a joke or what?” wrote @Airsae on Twitter. “Sterling bank, O wrong now!” On his part, Omatsuli Oyekan, a member of the Redeemed Christian Church of God (RCCG), wondered if the bank’s MD, Suleiman would joke with the Muslim prophet in the same manner. “The agency that developed it is insane, the corporate comms person is equally mad and the MD is crazy. Can Sterling MD, Abubakar Suleiman joke with his Prophet Mohammed?” fumed Oyekan, “They can never joke with their Mohammed like this, war will break out. Don’t give what you can’t take. It’s annoying.” Also reacting to the message, David Oloyede, noted that “the agency that developed it is insane, the corporate comms person is equally mad and the MD is crazy. They can never joke with their Mohammed like this, war will break out. “Don’t give what you can’t take. It’s annoying.” Also condemning the message, another twitter user, The Revolutionary Seeker, @The_Seeker76, called for sanctions to be meted out to the bank. “There must be a consequence for STUPIDITY & INSENSITIVITY,” he said. “@Sterling_Bankng MUST take disciplinary steps against all those involved in this unwarranted, public insult to the Christian Faith and it’s billions if followers. “This is totally UNACCEPTABLE.” A user equally alleged that the bank’s action may be because its MD is a Muslim. “Is it because your MD, Abubakar Suleiman is a Muslim and you think you can humiliate Christians? Shameless and useless bank. All Christians must boycott this bank,” the user tweeted. Another user, LaWreNce Karka, @karka_lawrence, said “Dear Sterling Bank, Your Easter message is really in bad taste. It is disingenuous and ludicrously mischievous.. You can do better.” Meanwhile, as outrage grew on over the message, shared another post asking, in reference to the Bible, that “let he who never sinned cast the first stone.” Many people objected to the statement, accusing the bank of being arrogant and misrepresenting it as an apology. READ ALSO:Easter: APCON To Sanction Sterling Bank For ‘Provocative’ Agege Bread Advert, Says Copy Not Approved Following the outcry and outrage over the ‘offensive’ post, Sterling Bank, rather than expressing regret, demonstrated even more arrogance in a follow-up tweet that appears to be an apology. “First picture insulting the resurrection power of Christ Jesus. Giving a comparison with Agege bread. Sabi Agege was accused, tortured, crucified, died for the sins of who believed. Secondly picture giving us an apology and showing no remorse telling us we aren’t even qualified to… ” wrote Okeke Okechukwu, @amkingsleykk. In response to the ‘insensitive’ message, the Advertising Practitioners Council of Nigeria, (APCON), said sanction will be mated out on Sterling Bank. In a terse statement made available to THE WITNESS on Monday, April 18th, 2022, the apex advertising regulator said that, “APCON will take necessary actions to ensure that Sterling Bank is sanctioned for the exposure of such offensive advertisement according to law and that no religious belief or faith is ridiculed or any blasphemous advertisement exposed in any issue.” A statement signed by the Registrar/Chief Executive of APCON, Dr. Olalekan Fadolapo further stated that , APCON has observed with displeasure the insensitive and provocative Easter celebration advertisement by Sterling Bank Plc, which compared the resurrection of Christ with Agege bread. Dr Fadolapo said, “The distasteful advertisement was neither submitted nor approved for exposure by the Advertising Standards Panel (ASP), the statutory panel charged with the responsibility of ensuring that advertisements conform to the prevailing laws of the federation as well as the code of ethics of advertising in Nigeria. “We also found out that the brand management/ corporate communications department engaged a ‘roadside’ consultant to create the copy that has been found to have breached the advertising law in Nigeria. “The bank has also run afoul of the law by not submitting the copy to ASP for approval before exposure.”
