The South African Broadcasting Corporation’s (SABC) public service radio station, IKwekwezi FM meaning ‘The Star’ has been shining for 33 years. During this time, the station used the tagline; ‘Lapho Sikhona Kunokukhanya’.
In celebrating this incredible milestone, the radio station has embarked on a new, brand campaign tagged: ‘Kukhanya Bha’ meaning ‘wherever we are, it shines bright’. The new slogan highlights not only the presence of light but also the ability to shine.
This brand campaign further entrenches the heritage of IKwekwezi FM, as a progressive brand showcasing the Ndebele culture. The campaign celebrates the history of the station and captures the imagination of the ever-evolving listener, who is exposed to the world of technology, trends and other culture, who desires to remain, rooted in their heritage.
The new campaign aims to connect listeners to the station’s aspirations, which is connectivity and community involvement. “In today’s world, the only thing that is constant is change. For us the listeners have an integral role to play in making our message clear. We are aware of those we serve and this campaign is aimed to speak to their aspirations” said Station Manager Mr. Phillip Mahlangu.
“We know that our listeners are not only Ndebele speakers, but they are also connected and rooted to their culture, and we want them to have a voice to make a positive impact on the brand”, he further added.
What started out as a wireless station, which is still broadcasting in Pretoria has today become one of South Africa’s most–loved radio station. Thirty three years down the line, the station has broadened its listenership and reaches a countrywide audience. With more than 1.7 million listeners, the station has been hailed for keeping Ndebele culture alive.
This campaign showcases that in an ever-changing world, IKwekwezi FM continues to be a trend-setter.
