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Rejoice Makoni
Arts Correspondent
There is a continued trend of symbiotic relationships between corporate brands and creatives as companies seek the power of influencers to amplify their brand communication.
Over the years, there has been various brands engaging leading creatives and influencers to aid their promotions and marketing campaigns, some with great success and some with limited success, yet others without any success.
Examples of such partnerships that come to mind include the “Nash Paints Kocheckera We Paint Your House on Credit Campaign” with Alick Macheso back in 2014, the Nedbank Yambuka nefodya campaign with sungura Godfather Nicholas Zakaria in 2021 and 2022 and Nyaradzo Group’s ongoing Sahwira huya tirangane drive with Jah Prayzah.
This trend is generally a welcome development if well managed as it ensures that whatever products and services that companies push reach the ears of their intended targets through the goodwill and appeal which creatives command.
New generation gospel music couple of Ellard and Sharon Cherayi is one such couple that has been receiving amazing support and goodwill from corporates as they go about their business of ministering hope and salvation through music.
Speaking after their recent unveiling as brand ambassadors of Goldswift Construction in the ongoing “Goldswift Build Wise Promotion”, Ellard said they were grateful to God and the various corporates that put their faith in their brand.
“God has been faithful to us and we are glad that as our brand continues to grow with big and sold out shows in Zimbabwe and across the world; corporates are also rallying their efforts behind our ministry through sponsorship packages and brand partnerships,” he said.
“We have had situations where brands avail material, financial and technical support for our events, especially the recent Worship Experience which we held in Harare CBD and some of them even choose to do it without any announcement or brand placement.
“This is quite humbling for us and even more encouraging is the growing number of corporate brands that are choosing to associate with us in a business arrangement where we become the face of their brands.”
Of the recent Goldswift Construction partnership, Ellard said they were happy to be working with a construction company which espoused the right values and was seeking to feed into Government’s vision of providing affordable housing for all.
“When Goldswift Construction approached us to be their brand ambassadors and the faces of their recently launched Build Wise Promotion, we felt compelled to be part of it because we are a couple that espouses professionalism, honesty and hard work,” he said.
“So many people were losing their hard earned money to unscrupulous land barons and dodgy construction companies. This promotion is apt in that it gives the right checks on all acquired land to ensure that its cleared by authorities before construction. They then go on to construct durable and quality structures without reaping people off.”
Ellard said even as they travelled abroad, they will be taking the gospel of convenience to Zimbabweans there in support of the housing for all narrative by Government and private players.
“The Bible in the book of Proverbs says a good father leaves an inheritance for his children and it’s encouraging that both Government and private players are pushing a housing for all narrative,” he said.
“We are pushing for this Goldswift Build Wise promotion to reach all ears in Zimbabwe and even as we go on tour abroad we will still communicate the same message so that those in the diaspora don’t lose their hard earned money by choosing the correct construction company.”
Goldswift Construction managing director Budwell Nziramasanga said they were happy to work with Ellard and Sharon in their ongoing campaign.
Online Reporter