What does progress mean to you? If TV and social media are to be believed, it’s about watches and cars – but, for most of us, progress is lived in the smaller moments. These are the moments that Amstel Lager seeks to celebrate in its campaign, “I Amstel”. This campaign is a tribute to the everyday hustle and the individual progress journeys of different South Africans.
“The reality is that 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,” says Boipelo Malao, Senior Brand Manager at Amstel.
In line with this, the brand recently launched “The Entrepreneur – I Amstel building I’ksasa Lami” (I Amstel building my future) Competition, to recognise the township business owners who are on their way to reaching their goals. The competition saw Amstel partnering with four community radio stations (Kasie FM, Alex FM, Thetha FM and Jozi FM), inviting business owners to enter. An impressive 5 023 entries were received, and listeners were invited to vote for their favourite businesses.
“We were blown away by the number of entries. It proves to us that entrepreneurship is alive and well in ekasi. Wherever we look, we are surrounded by people harnessing their talents and creativity to serve their communities. 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,” Malao elaborates.
The 12 finalists have been selected, with each receiving over R50 000 in marketing and PR exposure to help take the business to the next level. Added to this, each business owner will receive mentoring from one of four carefully selected, fierce business luminaries who will provide advice and guidance.
The incredible mentors include DJ Zinhle, the brains behind Era by DJ Zinhle jewellery and accessories, as well as Caron Williams, who established The Throne magazine. Lebogang Mothibe, better known as ShugarSmaxk will also share the experience he gained as the head of various media and marketing groups, while marketing and advertising expert Khaya Dlanga is another famous face eager to help the business owners.
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.
AMSTEL THE ENTREPRENEUR TOP 12
Brian Moneti – Black Excellence Mobile Bar
Eugene Mabasa – Carrot Gang Food
Gontse Nxumalo – Orlando Sneaker Care
Katleho Chacha – Mr Bartender
Lebohang Nyandeni – LebzCafe
Lehlohonolo Kgola – The African Stitch
Nomcebo Mahasha and Nkosingiphile Mthimunye – Yethu Indaba Emergency Services
Nwabisa Jayiya – LA Virgin Boutique
Samuel Radebe – Zulu Astronaut
Zain Clarke – The White Sneaker Wash
Zuziwe Maphalala – Zoezie Weigh and Pay Grocery Store