When looking to forge profitable celebrity partnerships, brands cannot rely on instinct alone. Analysing data to discover which stars offer the most social currency is the latest way to decide on a perfect match. Brand Ambassadors being people who use their personal social status to plug a company to their friends, they become an integral part of a company’s communication system.
After vigilant deliberation, Equity Bank LTD one of Uganda’s leading financial institutions has appointed Patriko Mujuuka, a comedian and theater household name in the country as their Uganda ambassador a month after launching their flagship solution, digital banking solutions dubbed Eazzy banking.
Patriko is among the top of the crème radio and wit personalities in Uganda with a reputable name, having bagged different comedy and media awards in the past. Currently, he is the biggest morning show voice in Uganda, hosting CBS Emanduso’s popular Mukeeze Live show with Ann Ssebunya.
Speaking during Mujuuka’s unveiling at the new Equity Bank Supreme Branch on Buganda Road in Kampala on Wednesday Mr Samuel Kirubi, the managing director Equity Bank Uganda, said Mr. Mujuuka was the right ambassador for Equity Bank to extend financial services to people across the country.
“Our new brand ambassador (Mujuuka) cuts across the range and talks to people of all walks of life so he was the most eligible candidate for our new Eazzy App which allows one to transfer funds to other accounts and mobile wallets or pay utility bills such as Umeme and water,” Mr Kirubi said.
“In the last month we have seen a huge uptake via uploading because it is a very affordable product. The target of the Equity Group is having over five million customers in the next years and we believe in the potential and popularity that Mr. Mujuuka brings on board.”
Also speaking at the signing, Mr. Anthony Kituuka, the bank’s Executive Director, said, “This serves as an important milestone for us as a brand as we are dyed-in-the-wool to upholding the local talent. To partner with Patriko Mujuuka, a celebrated theatre and radio icon here in Uganda is a big pleasure for us as Equity Bank.” He further added noting that spent a lot of time looking at over 19 celebrities that can communicate to Ugandans what exactly Equity Bank is about and finally we zeroed on Mujuuka, who has a strong brand.
Speaking on his partnership with the bank, Mr Mujuuka said, “Throughout my career I have been fortunate to have a great deal of success in theatre and radio. However, I know that the strongest performances come only when you commit 100 percent to the task at hand and display the strength and mettle to give it your all.
“I am glad that Equity has chosen me and I hope it will not be a hard job because is really big but I want to promise every Uganda who is unbanked that we are bring financial inclusion to you.
Mr. Philip Otim, Marketing Manager Equity Bank Uganda LTD praised Mujuuka character saying, “It’s hard to find such a big name displaying high levels of humility as our new ambassador does. Most of them with his celebrity status always turn out to be arrogant and proud. It’s one of the factors that persuaded us to land our glance on him.”
Mr. Otim went on and revealed that that the launch of their innovation suite of products led by the EazzyBanking App, marked furtherance of the bank’s strategic approach of availing digital convenience in banking.
The Equity Group has subsidiaries in Uganda, Tanzania and the DRC with all receiving a portion of the funding from the EIB to support small enterprises.
The Equity Group has often, mostly in Kenya pegged itself as the bank for SME’s. In Uganda, it entered the market in 2008 when it acquired Uganda Microfinance Limited and has struggled to replicate the same model as in Kenya. However, with the availability of such long-term finances, it would be able to attract small businesses to its fold.
