MTN’s TVC used the Gwijo song “Mtakamama” to rally the country to use all 60 million voices to back the Boks ahead of  the 2023 Rugby World Cup. The campaign focused on being inclusive of all South Africans. 

On the 19th July 2023 - sign language was officially made into South Africa’s 12th official language. It was thus fitting that this campaign was followed 2 weeks later by “Silent Choir” - where the St Vincent’s school of the deaf perform the song using sign language.