Political activist and social critic, Deji Adeyanju, has taken a swipe at the Labour Party’s presidential candidate, Peter Obi, suggesting that his “humble man” campaign style no longer resonates with Nigerian voters.

In a recent post that stirred reactions on social media, Adeyanju stated: “Drinking sachet Milo, serving food, carry your own bag, flying economy and stating that you will only go for one term etc does not work again as election strategy in Nigeria. Late Buhari don cast the format, Aisha Buhari even fried akara that year.”

The remark is widely seen as a direct criticism of Peter Obi’s carefully curated public image—one that emphasizes frugality, simplicity, and direct connection to the common man. Obi is known for flying economy, carrying his own bag at airports, eating at local spots, and presenting himself as a man of the people.

But according to Adeyanju, that strategy has been exhausted—thanks to former President Muhammadu Buhari, who famously employed similar tactics in his successful 2015 campaign. Buhari’s wife, Aisha, even fried akara for the cameras, a gesture meant to symbolize their grassroots values. In hindsight, critics argue, these were carefully staged optics that didn’t translate into good governance.

Adeyanju’s statement reflects a growing belief among some Nigerians that voters have become more discerning and less moved by political theatrics. As he implies, the electorate is no longer swayed by sachet Milo moments or symbolic humility. The failures of previous administrations have taught many to look beyond the photo-ops and ask harder questions: Can you deliver? Are you transparent? Do you have a plan?

As the 2027 election cycle gradually takes shape, Obi and others banking on performative modesty may need to recalibrate their approach. If “Buhari don cast the format,” then the next strategy must speak directly to Nigeria’s urgent needs—not just optics.