For only the second time in his extraordinary career spanning over 50 years, Kidum—the Burundian musician acclaimed across Africa and currently based in Kenya—has landed a historic deal to become the face of Be One Gin. His previous major advertising contract was back in 2011 when he endorsed Primus beer in Bujumbura.
Speaking to InyaRwanda, Habumugisha Jean Paul, Director of Roots Investment Company, shared the rationale behind selecting Kidum as the brand ambassador for Be One Gin. He emphasized how Kidum’s fame and influence transcend borders, making him the ideal figure to promote the beverage in East Africa and beyond.
He remarked, "Kidum has a cross-border presence; he was born in Burundi, and his music resonates in Burundi, Rwanda, and other countries. He currently resides in Kenya, but as a major artist, he works in many countries. That's why we considered Kidum a suitable icon to help market our products extensively."
Roots Investment Company also revealed their decision to launch Be One Gin in larger bottles, a move inspired by client preferences. This milestone contract for Kidum encompasses not only promoting the beverage at concerts and during his music tours but also expanding its visibility in various establishments.
Habumugisha added, "As part of his contract, Kidum will also engage in sales. Wherever he performs, such as bars, the product will be available for purchase. He will promote it and assist with sales."
Kidum expressed genuine excitement about this partnership, acknowledging the groundbreaking format and new opportunities it brings.
He said, "To be honest, my first lucrative contract like this was in 2011. But this one is even better as it allows me to sell Be One Gin in Kenya, where I reside. It's something close to my heart."
Known for iconic tracks such as "Amasozi y'urukundo" and "Haturudi Nyuma", Kidum reminisced about his early journey in Rwanda, dating back to his first concert in 2003. Since then, he has performed at over 100 events in the nation, further solidifying his legacy.
He continued, "In 2004, I was fortunate to perform alongside Lucky Dube, which led to more festival appearances, weddings, and challenging moments. Rwanda feels like home to me as I have served as a bridge between Burundians and Rwandans."
This transformative deal also empowers Kidum to distribute Be One Gin in multiple countries he visits during his tours, specifically Kenya, where he resides with his family. Leveraging his immense popularity, Kidum aims to expand the brand's presence while amplifying its global outreach.
This innovative two-year collaboration could elevate Kidum's name in entrepreneurship, echoing his immense influence in music over the last four decades.
Kidum signs the deal to become the Brand Ambassador of Be One Gin in Kigali
Roots Investment Group Ltd Director, Habumugisha Jean Paul, hands over the collaboration contract to Kidum
Kidum celebrates being entrusted as an international artist to promote Be One Gin
Leaders of Roots Investment Group Ltd with Kidum after signing the agreement, showing him different sections of the factory
Before speaking to the press in Kigali about his new contract with Be One Gin, Kidum showcased the different products offered by the brand
Kidum was shown various tools and equipment used at the Be One Gin factory located in Gisozi, Kigali City
Kidum together with numerous representatives visited the Be One Gin Factory to observe its operations firsthand
Kidum emphasized that he is committed to using his voice to make Be One Gin known globally
Kidum showcased the Be One Gin that granted him a rewarding agreement, stating he is ready to give his best
PHOTOS: Dox Visual- InyaRwanda.com