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MTN Uganda launches Ramadan celebrations drive

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MTN has started a Ramadan give-back drive that will see the company donating food items to Muslim communities and Ramadan gift hampers to customers through interactive radio quiz sessions.

The initiative that aims at creating a celebratory mood around the holy month of Ramadan was launched on Friday 19th July 2013 at Luzira Prison Mosque where a team from MTN Uganda led by Ali Kajubi – Manager Services and Chairperson MTN Moslem community, attended prayers before donating food items to the Luzira prison inmates.

Speaking after the Juma prayers at the prison mosque, Mr. Kajubi restated MTN’s commitment to continue identifying with the Muslim community during the important season of Ramadan. He said the company will visit others mosques in and around the city as a sign of solidarity with Muslims during the holy month of Ramadan.

MTN Uganda appreciates the significance of this fasting season among the Muslim community. Our visit to the mosques is testimony to our pledge to continue making a difference in the lives of our customers and especially now, in the lives of our Muslim brothers and sisters as they mark this fasting month of Ramadan” he said.

The Imam of Luzira Prison Mosque Sheik Musa Abubakari who received the donations on behalf of the inmates hailed MTN for always responding to the needs of the disadvantaged communities in the country.

“We welcome your kind gesture and appeal to other corporates to emulate this remarkable spirit of sharing that MTN has continuously exhibited not only to the Muslims but also to other entities” he said.

Representatives of inmates in the Remand Prison, Upper Luzira Prison, Murchison Bay and Women’s Prisons that received donations of food items all thanked MTN Uganda for the continued kindness to those in need.

In the same spirit of giving, MTN is partnering with Voice of Africa FM in running interactive Ramadan quiz’s on Voice of Africa FM called “Ettu Lya IDD”. Customers who call in to the station will be asked a set of religious questions and the winners will be rewarded with MTN gift hampers every Friday during the holy month of Ramadan. MTN is also running another promotion simultaneously where customers can send the word Ramadan to 180 to get free daily Quran verses and Islamic wallpaper.

About MTN Uganda

Launched in 1998, MTN Uganda is the leading communications operator in Uganda, offering Mobile and Fixed telecommunications, Mobile Money Services and Internet Service Provisioning. As of 31 March 2013, MTN Uganda recorded 7.95 million subscribers across Uganda. Visit us at www.mtn.co.ug and for our football fans www.mtnfootball.com. Customers can also follow us on www.youtube.com/mtnug and www.twitter.com/mtnugandacare for assistance.

About MTN Group    
Launched in 1994, the MTN Group is a leading emerging market operator, connecting subscribers in 22 countries in Africa, Asia and the Middle East. The MTN Group is listed on the JSE Securities Exchange in South Africa under the share code: “MTN.” As of 31 March 2013, MTN recorded 197.4 million subscribers across 22 countries. Visit us at www.mtn.com
For any further information, Contact Wendy Angu’ Deyo on +256 (0) 312 120 762 or angudew@mtn.co.ug

Ruparelia Group Injects UGX 105 Million into Kampala City Festival

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The Kampala City Festival today announced that Ruparelia Group has become the 2nd major sponsor of the annual Kampala City Festival slated for 6th October, 2013.

Speaking during the cheque presentation ceremony, KCCA Executive Director said that Ruparelia Group has always been a big part of the KCCA activities and the Festival since its inception last year. With an investment of 105M UGX, Ruparelia Group becomes a non-exclusive Platinum sponsor.

“We are encouraged by the huge interest the festival has elicited so far, especially amongst private sector players. We believe that the sponsorship will inspire others to join in supporting this fantastic event,” said Jennifer Musisi.

Ruparelia Group becomes the second sponsor to announce its participation after Bell Lager announced their Platinum sponsorship earlier in the week.

Speaking on the sponsorship, Managing Director Crane Bank, AR Kalan said, “At Ruparalia Group, we’re proud to provide top-notch service to all of our customers. Our partnership with KCCA allows us to showcase our commitment to the Kampala and Ugandan people and to providing the best service to all.”

The Festival’s theme this year is ‘Our City. Our Celebration’ and will be a platform to celebrate the many things that set Kampala apart from other cities.

The Kampala City Festival which replaces the Kampala City Carnival 2012 will become a much anticipated moment for citizens to share and learn, while acting as an economic engine for organizations to grow, network and prosper.

The Festival will consist of a programme of over 200 events that cross the worlds of business, fashion, art and culture, entertainment, technology and industry to engage the whole family and general public.

Underprivileged Youth Get Computers to Enhance Skills

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……as Sameer Agriculture seeks to develop the ICT sector in Uganda

Students from Mwereerwe Community Vocational Training Center in Matugga have today been handed  ten computers by Sameer Agriculture and Livestock Ltd (SALL), one of the largest buyers of fresh milk in Uganda in a move aimed at developing the ICT sector.

Over 200 students who trained at the Community Center will now benefit from enhanced technology, access to internet and quick and easy processing of information and connectivity made possible by the additional computers.

Speaking during the handover ceremony, SALL’s Mr. Parikh said that the company has in the past given back to the society with an aim of promoting the wellbeing and livelihoods of communities in Uganda.

“Access to information is a major influence in the economic growth of a society. We acknowledge the challenges the youth face today in this area and we believe that with the new computers, the students here will increase their ICT knowledge while also connecting with other youths across the world,” added Mr. Parikh.

Sameer Agriculture and Livestock Ltd donated the first set of eleven computers in 2008 and have now come back with more, an indication that the move made a tremendous change in the students’ computer skills and data management thus the additional machines to give more efficiency in doing their work.

Mr. Kalifani Kyasanku, The Chairman of the Board of Directors at Mwereerwe Community Vocational Training Center hailed the move by SALL terming it as a show of commitment to develop Uganda’s education and ICT sector which.

“Computers are both a window and a tool: a window out to the world and a tool with which to think. They are a wonderful way for all students at the center to learn and teach each other through independent interaction and exploration.”

SALL’s initiative to  continuously monitor quality, performance, innovate and effect improvements in the country has been extended to equipping young people with computer technology and shall continue in the future,” said Mr. Parikh.

CNN Multichoice African Journalist 2013 Finalists Announced

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Finalists in the prestigious CNN MultiChoice African Journalist 2013 Competition were announced yesterday by Ferial Haffajee, Chair of the independent judging panel. The competition is now in its 18th year.

This year the competition received entries from 42 countries across the continent, including French and Portuguese speaking Africa.

There are 27 finalists from 11 countries:  

  1. Gifty Andoh Appiah, Joy News TV, Ghana
  2. Rebekah Awuah, GBC 24, Ghana
  3. Domingos Bento, Seminário Novo Jornal, Angola
  4. Thomas Otieno Bwire, Pamoja FM, Kibera, Kenya
  5. Axcel Micael Chenney, Le Défi Média Group, Mauritius
  6. Florence Dallu, Freelance for Koch FM, Kenya
  7. Nicola de Chaud, Freelance for Carte Blanche, South Africa
  8. Adrian de Kock, The Star, South Africa
  9. Ibrahima-Benjamin Diagne, Radio Futurs Médias (RFM), Senegal
  10. Msindisi Fengu & Yandisa Monakali, Daily Dispatch, South Africa
  11. Selma Inocência, Rede de Comunicação Miramar, Mozambique
  12. Geoff Iyatse, The Guardian, Nigeria
  13. Thanduxolo Jika & Media 24 Investigations Team, Media 24, South Africa
  14. Judy Jeptum Kosgei & Mauritius Oduor, Citizen TV, Kenya
  15. Lucas Ledwaba, City Press, South Africa
  16. Lázaro Mabunda, O País, Mozambique
  17. Carol Natukunda, New Vision, Uganda
  18. Amon Ngabo, Uganda Broadcasting Corporation, Uganda
  19. Tolu Ogunlesi, Freelance for Ventures Africa, Nigeria
  20. Oluwatoyosi Ogunseye, Sunday Punch, Nigeria
  21. Brenda Okoth, The Star, Kenya
  22. Nassima Oulebsir, El Watan, Algeria
  23. Passant Rabie, Egypt Today, Egypt
  24. Roseline Wangui & Wambui Kurema, NTV, Kenya

The winners of the competition will be announced at an Award Ceremony and Gala Evening in Cape Town, South Africa, on Saturday 12 October.

The host for the evening is Isha Sesay, host of CNN International’s ‘NewsCenter’.

Announcing the finalists, chairperson of the independent judging panel Ferial Haffajee said: “A tough table of judges was often visibly impressed by the range of stories presented to us.  African journalists, as represented by our entries, have risen to the challenge of 2012.  The big stories were well-covered.  The small stories were not forgotten.  We commend the dedication of journalists who are very much part of a rising Africa with rising professionalism, increased appetite for tough and investigative journalism, an eye on those left behind and a deep commitment to telling good stories across many mediums.”

The independent judging panel, chaired by Ferial Haffajee, Editor-in-Chief, City Press, South Africa includes: Debo Adesina, Editor-in-Chief, The Guardian Newspaper, Nigeria; Betty Dindi, Managing Editor, Nation Media Group, Kenya; Jean-Paul Gérouard, Editor-in-Chief, France Télévisions ; Anton Harber, Professor of journalism & media studies, University of the Witwatersrand, South Africa; Joel Kibazo, Journalist and Media Consultant; Arlindo Lopes, General Manager, Regulatory and Corporate, Angola and Mozambique, MultiChoice Africa Ltd; Arlindo Macedo, Journalist Rádio Nacional de Angola, (RNA); Amadou Mahtar Ba, CEO, African Media Initiative and Kim Norgaard, CNN Bureau Chief, South Africa

The competition is once again supported by The Coca-Cola Company; Ecobank; Ericsson; IPP Media, Tanzania; Merck Sharp & Dohme (MSD), UNICEF and A24 Media.

An all-expenses paid four day programme of workshops, media forums, networking has been set up for the finalists during the run up to the award ceremony on 12 October 2013.

Tony Maddox, Executive Vice-President and Managing Director of CNN International said: “Now in its 18th year, the quality and excellence of the work submitted to the African Journalist Awards continues to rise year on year, ensuring that the 2013 competition maintains its place as the most prestigious Pan African Awards for journalists. CNN is proud to continue its commitment to fostering inspired journalistic excellence in African reporting.”

Collins Khumalo, CEO of MultiChoice South Africa, said: “MultiChoice South Africa is proud to play a role in amplifying the voice of journalists across the African continent. We congratulate the finalists for telling the stories of Africa and its people to the world. We look forward to welcoming you to Cape Town for the awards.”

Nico Meyer, CEO of MultiChoice Africa said:”MultiChoice Africa is especially proud to once again partner with CNN in hosting these prestigious Awards. We believe that these awards play a key role in encouraging excellence in media while sharing the great stories of the continent. Congratulations to the finalists of 2013, we look forward to hosting you in Cape Town in October to celebrate the best journalism Africa has to offer.”

Note to Editors: Competition Criteria

To enter the CNN MultiChoice African Journalist 2013 competition the journalist must have been an African national and have worked on the continent for African owned, or headquartered, media organisations that produced a printed publication or broadcast through an electronic medium (television broadcaster, radio station or website) primarily targeted at and received by an African audience.

Entries were published or broadcast in 2012 for the following awards:

Culture Award; The Coca-Cola Company Economics and Business Award; Digital Platform Award; Environment Award; Free Press Africa Award; Mohamed Amin Photographic Award; MSD Health & Medical Award; Print General News Award; Radio General News Award; Sport Award; Television Features Award; Television News Bulletin Award; Francophone General News Awards; Portuguese Language General News Award

MTN Uganda supports Entrepreneurs with Inspire Africa

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After 15 exciting weeks of intense competition involving over 30,000 applications, 15 competent business ideas have been selected and each rewarded with Ugx. 5million as start-up capital at the just concluded Sawa Ya Cash business competition.

Sawa Ya Cash, literally meaning“Cash hour” is the first edition of a local reality TV series in which locally trained entrepreneurship candidates competed to win a cash prize for their business start-up Capital. The shows have been running for a period of 15 weeks.

Inspire Africa, a human capital development organization partnered with MTN Uganda as its executive sponsor, and Bank of Africa to produce the popular TV show. MTN Uganda has invested Ugx. 182million in the partnership to support raising entrepreneurs to fully develop their enterprises.

Speaking during the grand finale event at Hotel Africana, Mr. Mazen Mroué, MTN Uganda’s Chief Executive Officer said that, “MTN is proud to use its position as the number one corporate citizen to support government initiatives in various areas; including SMEs which play a very critical role in the development of the national economy”.

In the last two years alone, MTN Uganda has invested over Ugx. 1billionin business support to the SME sector through financing business management skills training initiatives including the Annual SME Business Management training in partnership with KPMG.

In the last 15 years of operation in Uganda, MTN’s total investment made has exceeded Ugx. 1.5 Trillion.

“We have created opportunities for Ugandans to start and grow in business by partnering with us in our sales and distribution activities, and through MTN Mobile Money Services, as well as in several other areas like supply chain” said Mroué.

Mroué further explained that it is because of the phenomenal growth in the SME sector over the years that MTN has chosen to consistently come out to support the sector. “MTN’s partnership with Inspire Africa and Bank of Africa is another demonstration of our commitment to empowering our customers’ in order to make their lives a whole lot better,” he said.

The event was graced by His Excellency the President of Uganda, Mr. Yoweri Kaguta Museveni, and the Prime Minister Hon. Amama Mbabazi, Hon. Mary Karoro Okurut Minister of Gender, Labour & Social Affairs and several dignitaries.

The CEO of Inspire Africa Mr. Nelson Tugume said that” Sawa Ya cash is part of a larger vision of Inspire Africa to stimulate entrepreneurship amongst the youth not only in Uganda but across Africa.”

“Like with investments in technology, we pledge to continue supporting government efforts in developing this economy, as well as supporting our customers with critical skills, products and technologies that will propel their enterprises to the next level.” said Mroué 

 

DStv Announces price reduction ahead of new soccer season

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DStv Uganda has announced a drastic price reduction in the hardware price effective today. This announcement comes ahead of the new soccer season which commences next month. Starting Monday, 15th July 2013, a full kit for DStv can be purchased at UGX 169,000 excluding installation and subscription for all potential premium customers.

New customers can opt to purchase the hardware at a reduced price which will be dependent on the bouquet they opt for. Compact Plus customers can purchase the kit exclusive of installation at UGX 209,000; Compact at UGX 239,000, Family at UGX 249,000 and Access at UGX 269,000. These new changes come just weeks after DStv announced the addition of new channels – EbonyLife and Mnet Reality and Mnet Showcase on the platform. 

Jude Kalema, Sales Manager of MultiChoice Uganda said, “This is a price special we are confident new customers will embrace. DStv boasts a wide selection of great family entertainment. The soccer season is just weeks away and we realize the massive interest and talkability the game of football creates in Uganda. We felt it was essential to introduce this price special so that customers can join the bandwagon of the DStv family”.

Kalema added “Customers who pay in time are still eligible to qualify for a 10% discount on their subscription provided they pay ahead of the service expiration. A 10% rebate on the subsequent month’s payment will continue as long as the cycle is unbroken. Customers are encouraged to remain connected to enjoy this benefit and keep abreast with the world of entertainment”.

DStv will be opening up some exciting channels this weekend from 19th to 22nd July 2013 to all customers regardless of the bouquet they subscribe to. Existing customers will be having an opportunity to watch some of their favorite channels including some SuperSport channels in anticipation for the new soccer season.

The price special will be applicable while stocks last.

About DStv packages

Subscribers can purchase any of the following DStv bouquets. All bouquets have an exciting array of movie, documentary, sports, music, news channels.

  1. Access package has over 40 channels at $10
  2. Family package at $20, over 45 channels
  3. Compact at $32, over 55 channels
  4. Compact+ is at $52, over 60 channels
  5. Premium at $82, over 90 channels

GOtv announces massive price special offer

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Following the recent successful launch of the GOtv Open bouquet, GOtv has announced an even bigger price discount special to assist even more Ugandan television lovers to join the digital television revolution. Starting Friday 12 July 2013, GOtv will be selling decoders for the discounted price of only UGX 79,000 – not only is GOtv offering this great deal, but it is also giving you the chance to win and experience the totally connected world of digital television with GOtv Mobile. This limited offer includes a GOtv decoder, GOtenna (outdoor antenna) and a 1 month GOtv Plus subscription.
 
For the incredible price of only UGX 79,000, GOtv undoubtedly provides Ugandans the best digital television offering in Uganda.  As an African business, GOtv is constantly striving to meet the needs of television audiences in Uganda, and firmly believes that the launch of this massive price special will ultimately provide a single solution for television viewers to enjoy a wide range of digital quality channels – thus opening up a whole new world of great family entertainment.
 
GOtv currently offers three different options to enjoy digital quality television – namely – GOtv, GOtv Plus and the new GOtv Open bouquet. Both the GOtv and GOtv Plus bouquets are packed with exciting local and international channels designed to keep your family entertained with great news, movies, kids programming and sport. Two new channels were recently added on the GOtv Plus bouquet, these include M-Net Movie Zone and SuperSport Select 2, which further enhance the movies and sport line up on GOtv.  
 
While the new addition – GOtv Open provides the best solution for television consumers to receive a selection of channels in digital quality for a once off Administration fee.  This comes ahead of the Analogue Switch off scheduled in East Africa for later in the year and means that GOtv now provides the best range of options which are affordable, accessible and relevant to all television lovers.  GOtv was launched on the latest DVB-T2 technology which means there is no need to replace or upgrade your decoder – going with GOtv means you will be on the latest technology.
 
Patricia Kiconco, the business segment manager for GOtv Uganda said, “The limited price special of UGX79,000 not only provides great entertainment, but also gives Ugandans access to world class local and international channels. 
 
She continued, “GOtv is constantly looking at ways to ensure that television lovers have the easy access to the best possible digital television in Uganda. We come from a solid corporate background and family in which MultiChoice has a proud legacy of nearly 20 year of providing the best digital television to Africa. Thus, not only are we passionate about digital television, but we are passionate about Africa – which is why GOtv is the home of great channels – made in Africa for Africa.” 
 
At the same function GOtv introduced GOtv Mobile, which allows subscribers to enjoy great television while on the go in Kampala. Upon renewal of their subscription on the GOtv Plus bouquet, subscribers who have purchased this special offer will automatically be entered into a weekly competition where they can win one of 20 Walka 3,5 devices. This will provide subscribers with television on the move with a selection of channels from the GOtv Mobile bouquet.  After a month, if the subscriber stays connected to GOtv Plus bouquet, the GOtv Mobile bouquet will remain active as an added value service. Which means no additional subscription fee is needed for GOtv Mobile.

Samsung Accidental Damage from Handling(ADH) campaign

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Samsung Electronics: An exclusive 2- year warranty in Africa

That Guarantees your peace of mind……

The on-going national anti-counterfeit drive has received an extra boost with the confirmation by Samsung Electronics that its genuine range of products will continue carrying an exclusive two-year warranty.

The confirmation by Samsung Electronics East Africa chief operating officer Robert Ngeru effectively means that customers buying genuine Samsung products from the authorised dealers will continue enjoying their peace of mind.

Dubbed the Samsung Smart Care, customers buying original Samsung products can easily activate their 2-Year warranty using an electronic activation system for all hand held devices. The warranty, already rolled out via Samsung Uganda’s E-Warranty platform also allows registered handset owners to win a range of attractive prizes in monthly draws.

In addition, local customers purchasing the Samsung Galaxy S4 are also enjoying the unique Accidental Damage from Handling (ADH) warranty, covering two screen damages or two liquid damages or a screen and liquid damage within the 2 years warranty period. The ADH warranty is activated only when the consumer registers their phone via E-warranty.

Samsung Mobile customers wishing to check the validity of their E-Warranty can easily check the status by sending an SMS with the words: “Check*IMEI number#” to 6585 to confirm their 2-year warranty validity. Customers can also access Samsung Customer Care services through the 0800300300 toll free line.

E-warranty registration is a simple process whereby the customer sends an SMS with Reg*IMEI number# to 6585. The IMEI number is found under the battery of the phone. For consumer electronics and IT products, the customer should fill out a warranty card and they will get an SMS confirmation within one week.

“The Samsung Smart Care 2-Year warranty that covers our full range of consumer electronic appliances and mobile devices is the first of its kind in Africa and is aimed at saving our customers the unnecessary pain and anguish that comes with buying counterfeit products,” Ngeru

He added that: “Customers buying original Samsung products from our authorised dealers in Uganda continue to enjoy the peace of mind brought about by our undisputed quality, durability and 2 years warranty across our entire product line.”

The rollout of the 2-year warranty in Uganda, Ngeru explained, has been made possible by the firm’s quality assurance systems and adoption of the Samsung Built for Africa strategy, which focuses on manufacturing products tropicalized for local conditions.

“At Samsung, we are confident enough that we manufacture quality products which can last for many years and our 2 year warranty is a clear testimony of our superior product quality,” Ngeru explained. Further noting that: “Putting our customers’ requirements first, means taking relevant steps to ensure the highest level of product compatibility and service is maintained. This is a key business imperative for us and one that we will continue to drive into 2013 and beyond as part our Built for Africa agenda.”

As the market leader in East Africa, Samsung Electronics is pursuing an active customer service enhancement programme which also focuses on raising the quality of its after sales support capacity.

With a two-year warranty, Samsung has further managed to raise its value proposition for its customers who enjoy better value for money. In a market suffering from an influx of Counterfeit and Gray products that don’t carry any warranty, Samsung customers will enjoy the value of a two year Warranty backed by a dedicated service support system.

Rift Valley Railways Installs GPS Technology to Improve Tracking and Speed of Cargo Movement by Rail

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Citadel Capital platform company’s investment will equip trains with onboard computers; further material improvements in RVR continue to roll out as part of five-year turnaround program
Rift Valley Railways (RVR), the operator of the Kenya-Uganda railway, has launched a KES 800 million (more than USD 9.3 million) technology upgrade that includes global positioning system (GPS)-based software that centrally controls the movement of trains and cargo along the railway track.
The automated train warrant (ATW) software allows online visualization from an operations control center in Nairobi of the precise location of trains along the railway. It will replace manual management of crossovers at railway stations with satellite-enabled self-switching  movement of trains. 
“The introduction of satellite navigation technology to this core component of our operations means we will eliminate a lot of waiting time at stations by giving priority track access to trains carrying cargo and also allow us to handle larger fleets,” said Darlan De David, RVR group CEO.
RVR is a platform company of Citadel Capital, the leading private equity firm in Africa and the Middle East with investments of US$ 9.5 billion in five core industries, including energy, transportation, agrifoods, mining and cement. 
Communication with the trains will be through on-board computers installed in all locomotives, which have remote speed-control features and a mechanism to data on the condition of engines and the track back to the control center. 
Commenting on the new technology, Hernani Sozzi Jr., a veteran rail and road management software developer with large Brazilian rail operator America Latina Logistica, said “This is an integrated logistics and operations solution used in modern railway management system that gives real time information on multiple dimensions of the railway line and rolling stock”. 
Sozzi, who was in Kenya to train RVR software developers and traffic controllers on the new system, said this integrated technology platform is currently being used to manage railway operations in Brazil, Argentina and South Africa. He said Japan uses the same technology to manage operations and billings for mass commuter rail. 
A key component of the technology is the Translogic integrated logistics management platform, which provides a detailed manifest of the position and contents of all cargo-carrying wagons. 
“This platform enables us to tell customers exactly where their cargo is along the 2,352km railway track we manage,” De David noted. “This innovation gives RVR the ability to effectively manage asset quality, reliably schedule maintenance and help ensure consistently high standards of rail transportation to smooth trade in East Africa.”

The “Extra Ordinary Night Life” Goes To Cayenne

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………as fashion and cocktails excite Kampala’s party people.

One of the world’s number one vodkas, Smirnoff, today excited Kampala’s socialites and party people with a memorable ‘Night’ with a fashionable, sleek and elegant party at Cayenne a popular hang out in Kampala. Fashion and signature cocktails were the major highlights of the night as every guest treated to VIP red carpet feel and artist performances from Rema, Bobi Wine and Chameleon.

Speaking at the event, Smirnoff Brand Manager Phoebe Nakabazzi said, “Smirnoff delivers the hippest and unforgettable parties in the Kampala night life bringing the ultimate feel to party lovers.”

Smirnoff has taken Kampala nightlife a notch higher through the unique signature cocktail dubbed ‘Black Swagger” which demonstrates the style and easy mixabilty of Smirnoff Vodka.

“Smirnoff delivers not just a good party, but a great experience and this one has indeed lived up to its billing”, added Phoebe.

The event was well attended by Kampala’s socialites and musicians that included Chameleon and Bobi Wine who excited the crowd as they embraced at seeing each other. The Night is an event celebrating the unique night life experiences in Kampala. The party is a collection of ideas celebrating the newest, most extraordinary spectacles in the night life. The Night has created a platform that inspires a new generation to raise their expectations of what great night life looks, feels and tastes like.