Pacific Cigarette Company has joined forces with local arts hub Jive Zimbabwe to partner sungura musician Alick Macheso who launches his 13th album tomorrow.
The cigarette company, which is celebrating its 21st anniversary this year, has over the years been supportive of the local arts industry, thanks to its collaborative efforts with Jive Zimbabwe.
The two companies recently resourced for a waterpoint for the Dzivarasekwa community inspired by Macheso who has had emotional episodes every time he performs at Padziva Camp and Caravan in the suburb.
Dzivarasekwa was also Macheso's first port of call when he moved from Shamva to Harare in 1983 where he joined the Shepherd Chinyani-led Vhuka Boys
The Dzivarasekwa community borehole, which will be commissioned next Tuesday, adds to initiatives by the government to promote good sanitation and hygiene in communities in the fight against waterborne diseases.
Pacific Cigarette Company’s trade marketing manager Kudakwashe Chiutsi said the borehole project is among the company's corporate social responsibility programme.
“The borehole in Dzivarasekwa to be commissioned by Alick Macheso was our initiative alongside Jive Zimbabwe meant to address the water problems in the suburb,” she said.
“We are looking at a number of projects under our corporate social responsibility programme as we celebrate our 21st anniversary.”
She said the company’s 21st anniversary is focused on communities, the farmer, the vendor as well as those who complete the service and value chain.
Chiutsi said their involvement in Macheso's album launch was part of the company's quest of supporting lifestyle.
“We are promoting lifestyle events and Macheso is a big brand that we've been associated with over the years,” she said.
“This kind of support is ongoing even after the album launch.”
Meanwhile, all roads lead to Alex Sports Club for the launch of Macheso's album titled Kupa Kuturika.
“We are more than ready for the event,” said Macheso publicist Tich Makahamadze.
“We appeal to our fans to come early to avoid stampede at the gates when Baba Sharo goes on stage.
“We assure fans of a good show.”