Antony Chawagarira
Zimbabwean businesses are riding a new wave of creative marketing inspired by legendary musician Thomas Mapfumo, whose popular phrase “Ndezvebasa” has rapidly become one of the country’s most recognisable advertising slogans.
Originally popularised by Mapfumo during his recent public appearances and online engagements, the phrase, which loosely translates to “It’s all about the work” or “It’s business,” has transcended music to become a nationwide marketing phenomenon.
From retail outlets and restaurants to transport operators, telecommunications companies and small enterprises, businesses are incorporating the phrase into promotional campaigns, social media advertisements and billboards to attract customers.
Marketing experts say the trend reflects the growing influence of popular culture on consumer behaviour, with brands increasingly leveraging viral phrases to create memorable campaigns that resonate with the public.
“The phrase has become instantly recognisable and carries a positive message associated with productivity, determination and getting the job done. Businesses are capitalising on that emotional connection,” said a Harare-based branding consultant.
On social media, Zimbabweans have also embraced the slogan, using it humorously to describe everything from workplace achievements to everyday experiences, further boosting its popularity.
The phenomenon mirrors previous viral catchphrases that have found their way into mainstream advertising, demonstrating how digital conversations are increasingly shaping brand communication strategies.
For many entrepreneurs, adopting “Ndezvebasa” is more than following a trend—it is a way of connecting with customers through familiar local expressions that celebrate Zimbabwean identity and culture.
As more companies continue to incorporate the phrase into their marketing, “Ndezvebasa” appears set to remain one of Zimbabwe’s defining advertising trends of the year, highlighting the enduring cultural influence of Thomas Mapfumo beyond the music stage.
