Themed ‘Get it back’ it urges Africans to re-discover and celebrate their unique roots.
The launch befitting the venue Moyo’s stature- Parktown- featured top speakers such as poet Lebo Mashile, musician Stoane Seate, actor Pallance Dladla, imboki Zolani Mkiva, traditional healer Gogo Moyo and Ntombi Ngcobo- Mzolo, TV/Radio personality.
In her opening remark, Mashile unflinchingly said South Africans are proned to Eurocentric a sign that our culture has been swallowed by Western culture.
“Apartheid contributed to this abnormal system we’re experiencing, as a result we’ve abandoned our culture because we’re trying to fit in, thus resulting in Western Culture ‘capture’,” said Mashile unapologetically.
“We’re captured,” she said on the sidelines.
With modern culture being more dominant and valued in the 21st Century some aspects of African heritage are lost to modern philosophies.
The “Get It Back” campaign seeks to remind Africans of the richness of culture, to instill pride in culture and to and promote the habit of celebrating it always, and not just on Heritage Day.
Seate pointed out that in his mother tongue-Se Tswana- culture has and will continue to be preserved, as ululations filled the room.
“Culture has a lineage that goes way back, it talks about the connections Batswana nation has with other nations. This is what we must preach, teach, and pride ourselves as the nation, as part of heritage, etc”…he said.
Known for endorsing African pride and excellence, Castle Milk Stout has executed campaigns that elevate African culture, and like its black liquid, savour the richness of Africa.
The brand has always been proudly African and has shown that in spite of the challenges the continent brings; Africans can find their own way through these challenges, never losing that fine balance between modernity and tradition.
Gogo Moyo who is also a Web Developer says, as a result of technology we have lost our identity and roots.
“Look, there’s nothing wrong with technology- we need it but it’s all about how it impacts on our communities, generations and society. Instead we should combine the two (tech and culture) so that they co-exist to better our lives,” she foretold.
Castle Milk Stout will also launch a series of limited-edition cans, specifically designed with African blended patterns and engraved with clan praises of the various South African clans.
Talk of clan, my clan name (sereto) ‘Mokolobeng’ could make it on this special edition cans, who knows?
“South Africa is a diverse country layered with multiple personalities, the Castle Milk Stout new campaign fits into this narrative.
Our culture as a nation is deeply rooted in being an African first and the “Get it back” campaign is one of the many ways in which Africans can reflect on their origin,” commented Keneilwe Pholo, Castle Milk Stout Brand Manager.
‘Get it back’ why not our land first, asked Mkiva ferociously?
“I urge Castle Milk Stout to contribute in setting up a heritage fund that would help our younger generation in understanding the key fundamentals of culture and the meanings thereof.”
Have we lost it, its Africa Month let’s celebrate it. Pula…
