Beyond Zero Campaign Recognised as East Africa’s Superbrand in CSR

Kenya’s First Lady Margret Kenyatta’s initiative ‘The Beyond Zero Campaign’ emerged as the most relevant brand in Corporate Social Responsibility (CSR) in East Africa during the 4^th edition of the Superbrands.

Mrs Kenyatta received the award in recognition of the campaign’s work to improve maternal and child health outcomes as part of the initiatives outlined in the Strategic Framework in HIV control and promotion of maternal, new-born and child health in Kenya that was unveiled on World Aids Day in 2013.

“The recipient of our CSR award was set up in 2014 and is committed to raising the profile of the health challenges that are preventable that are faced by the ordinary Kenyan. Three years since inception, they have made great strides,” announced Mr. Jawad Jaffer, Project Director of Super Brands East Africa on Friday in Nairobi.

“More than 50 percent of all child deaths are directly linked to malnutrition. On average 500 women will die from pregnancy related complications. While Kenya has increased its investment in child and maternal health, more still needs to be done to reduce, eliminate, present child and maternal mortality,” He added.

According to Jawad, Superbrands was paying tribute to the most valued brands in East Africa.

“Brands no longer compete locally but rather on the global stage. It has become increasingly important for brands to cement their loyalty with their consumers. Those with the greatest equity will stand above the rest as they engage meaningfully each day.”

“We honour 53 brands across 10 industries across three countries touching over 100 million lives.  This is the power of reach to most valued brands. As branding become economic power houses, so too does the obligation to developing sustainable business models. At Superbrands we recognise the importance of Corporate Social Responsibility and we understand we must drive the conversation of what brands are doing on this day and age.”

Six brands from Uganda – Bank of Baroda, NTV Uganda, Radio 1 Uganda, Roofing Group Uganda, Splash Juice Uganda, Crestanks- 14 from Tanzania among them Alliance Insurance, AZAM, Ando, Vitafoam, National Bank of Commerce, White Dent Toothpaste were awarded.

Kenyan brands dominated the honour list with 32 brands being recognised. Among them include, Kenya Red Cross, M-Pesa, RMS, Yellow Pages, East Africa Cables, DHL, Easy Coach, Superloaf, Bidco Group received the recognition.

Vimal Shah, Chief Executive Officer of Bidco Africa said they are grateful to be recognised as a Superbrand in the region.

“At Bidco Group we are a business that is ethical; we are compliant in every issue. All our products are guaranteed for quality. Therefore, getting this award from Super brands is amazing, it is good. We are recognised for who we really are. Not on what people perceive on what we are. That is the truth. We are very glad that Super brands recognised Bidco and we strive to become better. We have a saying ‘We always look for better way out’,” he said.

“Our consumers keep us in business. I would like to thank our consumers for making us a Super brand today,” He added.

Going forward, Vimal said the company is looking at their brands across East Africa today and across 15 different countries in Africa and thinking of going global. “We are soon going to open in Madagascar. Therefore, we see our markets opening for our brands.”

For other local brands, Jawad said, “To be a regional brand, you need to be consistent. Your brand needs to speak for itself; it needs to be loved by your consumers. Work hard on it and you will achieve it. It will not happen overnight, it happens gradually. The brands that Super Brands have been overseeing over seven years have grown substantially and today they compete with multinationals?