Corporates use such initiatives to hook up existing customers to their brands

Safaricom Director Consumer Business, Sylvia Mulinge (left) and Standard Group Managing Director for Broadcast, Joe Munene celebrate the launch of the Blaze BYOB Tv Show Season 2 at Safaricom House.[Elvis Ogina.Standard]

Kenyan organisations are increasingly sharing part of their huge profits with communities in a move aimed at improving the societies’ welfare as well as increasing their limelight

Their growing contribution in solving societal problems amid shrinking profits improves brand visibility.