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Castle Lite takes a light-hearted approach to communications with branded entertainment @castlelitesa

Castle Lite has taken a different approach to online marketing, with the utilisation of the next big thing – branded entertainment. This innovative marketing concept has taken off internationally and sees brands utilising video content which is interactive and engages with target consumers, to communicate their image and messages in a completely original way. This is achieved through the use of video content that is styled in a manner which is aligned to what consumers currently want to view. 

Castle Lite has picked up on this trend, yet to take off in South Africa, with the introduction of this innovative marketing concept and their unique “webisodes” that represent an entertaining combination of innovation and experimentation.

The unique and humorous ‘webisodes’ have been created to introduce Castle Lite’s new packaging innovation, the 2-Stage Cold Indicator, which tells consumers when their beer is either Cold or Extra Extra Cold. They show entertaining characters, known as ‘The Ice Breakers’, demonstrating how one could potentially activate Castle Lite’s 2-Stage Cold Indicator through a series of experiments. 

As an entertainment-based vehicle, branded entertainment can be implemented across various platforms, devices and environments. Primarily designed for the digital space, and therefore not yet regarded as a conventional advertising method, it represents a fresh and unexpected approach to promotion, particularly for the beer category.

The creation of Castle Lite’s ‘webisodes’ is the result of a collaboration with Digital Agency Hellocomputer, Giant Films, and internationally acclaimed Director Sam Coleman; where the brand has opted for this innovative marketing platform that is aligned to their mindset of continual ‘Extra Cold’ innovation.

“One of our key marketing objectives is to have a consumer-centric approach, to ensure that our consumers are involved in the evolution and promotion of our brand through the marketing messages that are communicated to them,” commented Leanne Martin, Castle Lite Marketing Manager of Communications. “An important consideration throughout all campaigns, and the marketing methods used, is to ensure that our consumer audiences enjoy the messages communicated to them. The use of branded entertainment allows us to effectively engage consumers in the digital space, with bespoke content and a channel specific approach.” 

Bringing internationally acclaimed Sam Coleman on board as director for Castle Lite’s ‘webisodes’, the ultimate success and longevity of this latest initiative will be achieved.

“Castle Lite has positioned themselves at the forefront of content marketing in South Africa, and I am very excited to be involved in this project,” commented Coleman. “The concept behind the use of this marketing platform is ultimately what intrigued me – a light-hearted and entertaining approach that effectively captures the dynamic of how a bunch of guys hanging out really are!”

Check out Castle Lite’s ‘webisodes’ here: 


The PHOTO & FILM EXPO 2013 – 31 OCT. – 3 NOV. @ The Coca-Cola Dome, JHB.

R200 – Weekend Pass (4 Day Pass) Thursday 31 Oct. – Sunday 3 Nov. 2013 R80 P/Day per Adult & R40 (Pensioners + under 16’s) Tickets available from or at the door. 

The past 5 years have seen the local photographic industry grow at a phenomenal rate, and become united like never One annual event brings together over 20 000 industry creatives and over 400 photographic brands for 4 days of bliss at The Coca-Cola Dome in Johannesburg. The PHOTO & FILM EXPO has developed over the past 5 yrs into the continents’ largest event catering to photographers and filmmakers, and has been referred to as one of the worlds’ leading photographic events.Visitors can expect 4 days of exciting free workshops, incredible new releases, over a Million Rand worth of giveaways, prizes and special deals and the widest range of photographic gadgets and activities available.The event is open to the public and caters to photographers and filmmakers of all skill levels and genres.

In addition to over 100 unique presentations and demonstrations being offered by some of the top local industry ‘players’, visitors can expect a selection of big name international presenters as well. Some of the 2013 international presenters include Pierre Poulain (Israel), Bruce Smith (UK), Andrew Appleton (UK) & David Newton (UK). Presenters discuss a range of topics from wedding photography to the challenges of shooting wildlife, studio setups, fashion, boudoir, and much more.There will be talks discussing important issues like copyright law and photographers (and filmmakers) rights. 

Join a panel discussion of wedding industry members debating what they as clients expect from a shoot, watch live shoots taking place from planning to completion, editing tips, and much more…With a R200 ticket giving visitors access for all 4 days and FREE access to all the workshops and demonstrations the event offers incredible value for money.  Visitors can opt to just pop in for one day at a rate of R80; colleges, teens and pensioners get a 50% discount.  Tickets are limited and available from or at the door. If workshops aren’t your thing, the product demonstrations and range of gadgetry on display will keep you enthralled for hours, and you can expect to see gear currently unavailable in local stores, and the best possible show specials. Attendance makes you eligible to enter the wide range of lucky draw contests on-site and stand in line to win your share of incredible prizes being awarded at the event. 


For more information visit



Consumers get a chance to “Leave an Impression” with Ballantine’s Soundtrack of You @Ballantines_LTD

In celebration of its all- new Finest bottle, the No. 1 whisky in Europe Ballantine’s, has partnered with legendary British DJ Pete Tong to launch Ballantine’s Soundtrack of You a global competition inviting people around the world to tell their life stories through music, submitting and sharing a soundtrack of their lives. 

The new Ballantine’s Finest bottle reflects the essence, personality and life story of its founder, George Ballantine. Recognising that music is a universal passion and that the music we make, listen to and share is the ultimate expression of who we are as individuals Ballantine’s is asking people around the world to share a playlist of five songs best representing their own personality and life story.

The competition which was launched earlier this month is running until 20th September 2013. . As an online led competition, consumers need to go onto and submit their personal compilations and soundtracks. Consumers with the most popular playlists, as voted for by the Facebook fans, will win the chance to see Pete Tong perform live for one night only, at an exclusive Ballantine’s event in Edinburgh, Scotland on the 26th October 2013.

On the competition, the legendary Tong comments “Music is the ultimate form of self-expression for most people and no matter where I am in the world; I love to see how passionate people are about music. I’m looking forward to seeing what people choose as their own personal soundtracks and to celebrating the climax of this competition at the Ballantine’s event in Edinburgh.”

Entries are pouring in around the globe, and one lucky South African will have a chance to win the grand prize which includes flights and two nights’ accommodation for the winner and a friend to travel to Edinburgh- Scotland, and to attend the Ballantine’s Soundtrack of You event. “We are really excited about the competition because as a nation, South Africa is filled with music talent, and what better way to celebrate this than give those talents an opportunity to showcase their musicality and
leave an impression? The grand prize is an added bonus!” remarked Ballantine’s Brand Development

Manager, Zuki Ndungane.

Entries are open until 20th September 2013

Follow Ballantine’s on Twitter via the handle @Ballantines_LTD
Facebook application:

Ballantine’s Whisky is part of Pernod Ricard.

Enjoy responsibly, not for sale to persons under the age of 18.
For more information on: Ballantine’s Soundtrack of You 


GIG GUIDE: OLD MUTUAL Music at the Gardens – THE SOIL @TheSoilMusic @OM_Concerts

Event: OLD MUTUAL MUSIC AT THE GARDENS presents The Soil and The Muffinz

Venue: Pretoria Botanical Gardens
Date: Sunday 29 September
Tickets for all concerts are available at

Ticketbreak: R80
Pre-sale at gardens: R90
On day sales at gardens and ticketbreak: R100
Children under 13 are free.

11h00 - Gates Open
14h00 – The Muffinz
15h00 – The Soil

Facilities available: Restaurant available on site.
Alcoholic beverages are for sale at the Restaurant.
Everyone is welcome to bring picnic baskets and blankets.
Kids Zone available 13h30 – 16h30

For more on the Old Mutual Music in the Gardens music series go to:


REWIND with MTN Joyous Celebration at the MTN FESTIVAL @joyousSA

Joyous Celebration will roll back the years and thrill their fans with past gospel hit songs when they take to the stage at the annual MTN Festival, at The Teatro in Montecasino from the 27th to the 28th September 2013.

Over the past 17 years, the renowned gospel ensemble has released numerous classics that have propelled them to stardom and these are some of the tunes they will be dishing out at the MTN Festival.

The concert at Montecasino, forms part of the MTN Festival which runs from 18 September to 13 October 2013 and gives you every reason to PLAY BIG, APPLAUD BIG, LAUGH BIG, SING BIG, EAT BIG, ROCK BIG, SHOUT BIG and PARTY BIG with a huge variety of events and entertainment options for each and every member of the family.

Brian Gouldie, the Chief Marketing Officer at MTN SA said: “MTN is committed to creating platforms that connect fans with their passion for music; the MTN Joyous Celebration rewind concert is testament to this and we believe the group will continue to thrill their fans with their hit classics at the MTN Festival. We are excited to be associated with this much adored and extremely talented choir and we look forward to yet another scintillating performance by the ensemble in Montecasino.”
This two-day Joyous Celebration concert, on the 27th and 28th September at The Teatro will also feature amazing solo performances by some of South Africa’s most renowned gospel artists and previous members of the group.

Jabu Hlongwane, the co-founder of Joyous Celebration, said: “We want to take our fans down memory lane and remind them once more why they fell in love with us and why we are now known as South Africa’s favourite choir.
“This concert will moreover show our supporters how much the choir has grown musically throughout the years,” continues Hlongwane

Do not miss this once in a life time opportunity of witnessing SA’s most loved ensemble perform their golden oldies book your tickets now via Computicket or purchase it at any Shoprite store.
Tickets are priced between from R180.00, No Children under the age of 3 years old will be allowed access and all children over 3 years must pay full price.
For more information and updates; join My Joyous Celebration on Facebook and follow @joyousSA on twitter.


Picture Tree’s Fausto Becatti helms hot new Spoek Mathambo video

Picture Tree’s Fausto Becatti is the director behind Spoek Mathambo’s brand new video for Diesel+EDUN’s Studio Africa project.

Titled “Awufuni” - or “You Should Have Called (My Heart)” - the clip is a colour-saturated, high-energy tribute to modern women that also exposes the vibrancy, creativity, and rich culture of South Africa.

“I wanted to celebrate exciting modern women – the strength of it, the fun of it, the flavor of it,” Spoek says of the track.

Featured on the musician, rapper and producer’s recent mixtape, Escape from ‘85, “Awufuni” is Mathambo’s take on the song of the same name by an old school South African girl group from the 60s, Izintombi Zesi Manje Manje (“Women of the now”). 

“A group of five girls form a futuristic gang, in a surreal way,” says Becatti of the core creative concept of the video. 

“There’s a main storyline where Spoek is on a date with this girl and she leads him into this scrapyard. He eventually tries to escape but she chases him and the girls then tie him up and perform this ritualistic dance around him.”

In creating the storyboard, Becatti added his vision to Spoek’s inspiration for the video. The two had been looking for an opportunity to work together since meeting earlier in 2013. “When the Diesel+EDUN’s Studio Africa project came along, Spoek and I knew the perfect opportunity had presented itself,” comments Becatti.

Creating “Awufuni” was a multinational effort that was spearheaded by VICE Magazine on behalf of Diesel+EDUN. Edun, a clothing label founded by Bono’s wife, Ali Hewson, has worked with Diesel on a two-season clothing collection with the most recent one being a 35-piece denim focused collection entirely manufactured in Africa with CCI cotton from Uganda.

The video’s cross-continental creative collaboration stretched from Italy (Diesel) to London (Vice), New York (Edun), Sweden (where Mathambo lives) and Johannesburg, where Becatti and Picture Tree are located.

Shot in a scrapyard in the south of Johannnesburg,”Awufuni” showcases some amazing South Africa talent, including four professional dancers - Robyn Brophy, Melissa Flerangile, Sne Mbatha and Tebogo Ribane. Street casting in Soweto also unearthed a major new talent in schoolgirl, Amanda Magi who plays the main girl gang member and “cat lady”. 

“She has something about her – an electricity. I’m excited for her to get her chance to do what she does best,” says Mathambo of Magi’s performance in the video.

The Becatti-helmed “Awufuni” is part of the second season of Diesel and Edun’s Studio Africa. The Autumn/Winter 2013 initiative sees Studio Africa champion three African musicians – Spoek, Faarrow and Olugbuenga.

Crew members included:

Director Fausto Becatti
Art Director Adi Koen
Make-up Amy Anstey
Wardrobe Samantha Constable
Producer Scott Njumbuxa
Executive Producer Gary King
Title Design Caryn Oberholzer
Sound Design Freqncy (Nathi Luthango & Motsi Tekateka
Edit & Grade Warwick Allan Mushroom MediaSM

Below is the link to watch the music video:



GIG GUIDE: MAFIKIZOLO to perform ahead of Heritage Day @OM_Concerts

Facebook: Old Mutual Music in the Gardens

Twitter: @OM_Concerts

SA’s afro-pop giants MAFIKIZOLO is set to take the stage at the OLD MUTUAL MUSIC IN THE GARDENS series in the Walter Sisulu Botanical Gardens on Sunday 15 September.

Event: Old Mutual Music in the Garden
Venue and address: Walter Sisulu Botanical Gardens, Station Street, Roodepoort
Date: Sunday, 15 September

11h00 - Gates Open
14h00 – Opening act: Sindi Nene
15h00 – Main act: Mafikizolo

Ticketbreak/online: R80
Pre-sale at the Gardens: R90
On day sales at gardens and ticketbreak: R100
Children under 13 are free

Facilities available: Restaurant available on site.
Alcoholic beverages are for sale at the Restaurant.
Everyone is welcome to bring picnic baskets and blankets.
Kids Zone available 13h30 – 16h30


Tension rises as Strictly Come Dancing contestants face another elimination @SABC3 #SABC3Strictly

Tension rises as Strictly Come Dancing contestants face another elimination. Episode three proved that the competition could go any way, when surprisingly crowd favourite L’vovo and partner Mary Martins were the first couple to be eliminated on this season’s Strictly Come Dancing on SABC3.

Last week, couples tackled the oldest ballroom dance, the Viennese Waltz with its rotary movements and non-rotating change steps. There was also the Foxtrot with its long, gliding and brushing actions that evoke grace and beauty. The Rumba on the other hand is about mastering hip action to present something sensual and romantic.

The fiery Cha Cha required a rhythmic shuffling of the feet.

Clear favourites with the judges were Lalla Hiriyama, Graeme Richards, Thapelo Mokoena and Zakeeya Patel, who was dubbed as the ‘dark horse’ of the competition.

Mpho Popps and Nombulelo Hlathi did not take to the dance floor due to the former taking ill shortly before the show went on air.

This week the contestants would again need to impress not only the judges but also the viewers.  As witnessed last week, the viewer’s play a crucial role in who gets voted off the competition.

Watch Strictly Come Dancing this week to see which couple will be voted off next.

Strictly Come Dancing airs on SABC3 Wednesdays from 20:00 to 22:00.

Facebook: SABC3

Twitter: @SABC3



Exclusive New Product For Soweto

An Energy Drink called Lamborghini, taking the market by storm - 

Teenagers, young adults, adults are loving it. The market segment for this kind of product is very big.

The product can be sold into retail stores, bars, restaurants, clubs, food courts, etc. So far the reception to the product has been phenomenal.

It’s also an association and fashion statement - as Lamborghini is a well-known trademark and its name is associated with class, fashion and sophistication. 

MOQ: 20 cases (24 cans per case)

Cost: R12.00 ex vat per can, ex shipping

RRP: 22.00 - R28.00

Tonino Lamborghini® Energy Drink is a carbonated soft drink formulated to give the right amount of energy to those who aim at living every moment intensively without sacrificing style. The combination of ingredients with natural caffeine in the Tonino Lamborghini® Energy Drink:

• improve concentration during stressful and difficult working periods

• improve physical performance and mental efficiency

• increase your sense of well-being

• stimulate your metabolism

Soweto Magazine

Kajal Bagwandeen joins SABC3’s Isidingo @KajalBagwandeen

Durban born actor and television presenter Kajal Bagawandeen recently landed another role in one of SA’s most anticipated soapies Isidingo, the need.

Kajal graduated with an honour’s degree in accounting, auditing and taxation but through her love and passion for the entertainment industry she made up her mind and gave up her Chartered Accountant career path to focus on her performing career. Her first big stage role include the glamorous musical Bombay Crush which was directed by Junaid Ahmed, choreographed by Jay Pather and produced by Video Vision entertainment where she played the lead female role.

She was subsequently seen in many musicals and stage dramas. She is also no stranger to the SA film industry and feels positive about the growth of the South African entertainment industry.

One of her recent career highlights include presenting on the red carpet and performing for the star studded SAIFTA’s (South African, India, Film and Television Awards) launch.

Kajal quickly became a popular face on television after presenting for Dharma moments, and Eastern Mosaic then landing the roles of Asha on SABC2’s 7delaan and now as Devina on Isidingo.

Things take turn when Prada’s grandfather passes away and leaves him and his brother R1million inheritance. The good news about Prada’s grandfather’s will is tempered with a dramatic twist. The will contains a clause that neither brother will receive a cent until they are both married; to a woman! What will Prada do when Devina, the blushing bride appears on the scene?

“It’s been wonderful shooting with the team. Everyone made me feel part of the family which is always welcoming when you’re the newbie. As an actress, working in a new professional environment helps you grow and just being able to practice your craft amongst other talented people makes the experience all the more exciting” says Kajal

You can be sure that this vivacious lady will continue to grace your screens, stages and glossy pages!

Lookout for Kajal from the 6th of August 2013, 7.30pm only on SABC 3 Monday to Friday. Also follow her on Twitter @KajalBagwandeen

Soweto Magazine