The South African premiere of the movie based on Nelson Mandela's autobiographical book, Long Walk to Freedom, took place in Rosebank, Joburg, on 3 November 2013. Mercedes-Benz South Africa (MBSA) was selected as the official vehicle sponsor for the South African premiere of the film.
A selection of 14 premium luxury vehicles were on hand to transport the cast and VIP guests attending the premiere, adding a touch of glamour to the proceedings. A variety of the brand's products also features in the movie.
Long association with Mandela
The company's long association with Mandela is based on a shared value system of integrity, as well as passion and dedication to purpose. MBSA heeded the call by Mandela, following his election as the country's first democratic president, for corporate South Africa to support nation building by creating a school in rural Eastern Cape, as well as a community centre in KwaZulu-Natal.
Even prior to these aligned community upliftment projects, workers at the MBSA production plant in East London, with the full support of company management, took the initiative to build a red Mercedes-Benz S-Class for Mandela, following his release from prison in 1990. Inspired by his legacy as a freedom fighter, workers sought a way to pay tribute to the change that Mandela had brought to the lives of ordinary South Africans through his selfless campaign against apartheid.
"It is indeed this concept of paying tribute to individuals like Tata Mandela, who have fulfilled their passion in selfless service to their country, that also inspired the company to become involved in the 21 Icons project," said MBSA corporate affairs divisional manager, Mayur Bhana.
Mandela is one of the 21 iconic South Africans whose lives are celebrated by the project, which aims to motivate a younger generation to follow in the footsteps of these role models by building a spirit of optimism and inspiring them to conduct their lives as productive members of society, driving positive growth in the country.
