Celebrated Citizen TV news anchor and media producer Lulu Hassan has opened up about the remarkable story behind landing her brand ambassadorship deal with international laundry detergent brand Downy.
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The media personality shared the details during a digital interview segment titled Journey with Downy, hosted on Citizen Digital's official platforms.
Sitting down on set for the feature chat, Lulu narrated how the global consumer brand approached her unexpectedly via Instagram direct messages while she was not actively hunting for endorsement deals.
" ..kindly reach out... It's hard to get you."
From Instagram DM to Cape Town Flight
According to Lulu, initial discussions required persistence before both parties finalized the details.
What surprised the news presenter most was the scope of the agreement. The international brand agreed to fly her entire family—including her children—and her personal stylist to South Africa, booking business class travel for the team.
"...It's an international brand, so I will treat it like a celebrity."
Cape Town has become a popular destination for major commercial productions because of its diverse scenery and established film and advertising industry.
Multi-Year Partnership Inspires Fans
Lulu confirmed that the contract spans multiple years, which explains her continued appearance across various television and digital advertisements for the product.
The presenter’s story also highlights how social media has become an important link between brands and public figures.
For Lulu, the Downy partnership appears to have been one of those opportunities that grew far beyond what she initially expected.
What began with a message eventually resulted in a major campaign, international travel and a family experience in Cape Town.
Her candid revelation triggered widespread admiration across social media platforms, with fans praising her professional milestone and expressing awe at the generous perks included in the corporate deal.
