Amstel Lager has launched the “I Amstel” campaign, aimed at celebrating the everyday hustle and individual progress journeys of South Africans. As part of this campaign, the brand recently launched “The Entrepreneur – I Amstel building I’ksasa Lami” competition, aimed at recognising township business owners who are on their way to reaching their goals.
Boipelo Malao, senior brand manager at Amstel, explained the thinking behind the campaign: “Each of us wants to be the best version of ourselves, but each of us is going to face different obstacles as we try to realise that aspiration. ‘I Amstel’ is about the feeling that comes with taking a step forward whether big or small.”
No ad to show here.
The competition saw Amstel partner with four community radio stations and invite business owners to enter, with over 5 000 entries received. Listeners were invited to vote for their favourite businesses, with the 12 finalists receiving over R50 000 (about $2 750) in marketing and PR exposure to help take their businesses to the next level. Additionally, each business owner will receive mentoring from one of four business luminaries.
After the top 12 receive 10 weeks of support, Amstel will select the four final winners who can look forward to even more rewards and business growth.
“We are very proud to be able to contribute to building entrepreneurship in South Africa through this initiative, but we do know it’s never about perfection; it’s about progress,” comments Malao.
The 12 finalists in the competition include Brian Moneti of Black Excellence Mobile Bar, Eugene Mabasa of Carrot Gang Food, and Gontse Nxumalo of Orlando Sneaker Care, among others.
Speaking about his involvement in the initiative, DJ Zinhle, one of the mentors, said: “I am thrilled to be a part of this initiative. It’s important to support our local entrepreneurs as they are the backbone of our economy and provide much-needed job opportunities for our communities.”
The initiative is not only providing much-needed support to South African entrepreneurs, but it’s also helping to put a spotlight on the impressive talent and creativity that exists in townships around the country.
As Malao says: “These entrepreneurs are not only improving their own lives; but by providing jobs and supporting their communities, they are inspiring many of us along our collective path.”
READ NEXT: Telkom FutureMakers, Aions to supercharge SA start-ups
