Plascon’s ‘Ku Ground’ campaign launched

To participate, customers need to purchase Plascon paint worth at least UGX 100,000. With each purchase, they receive a scratch card with a unique code. By sending this code via SMS to 7197, they stand a chance to win UGX 1 million daily, UGX 3 million weekly, and other valuable prizes. This marks the 13th edition of the promotion, which aims to engage and reward customers across Uganda.

Plascon’s Managing Director, Santosh Gumte, highlighted that listening to customer feedback and making timely adjustments have been key factors in maintaining the company’s market leadership, with a share of close to 70%.

Some of the prizes up for grabs pulse uganda

“Feedback is the staple food for those that are always on the cutting edge of innovation and change. This explains why we are dedicating time and resources to ensure we have our eyes, ears and feet ‘Ku Ground,’” Santosh said at the launch event.

The campaign will involve both on-ground activations and digital engagements. Despite growing internet usage in Uganda—estimated at 11.77 million users and a 24.6% internet penetration rate as of early 2023—Plascon recognises the need to reach customers in person. Moses Kato, Plascon’s Head of Sales, pointed out that only 4.3% of the total population of 47.9 million are active on social media.

“Being on social media or ‘Ku Ground’ should not be a case of either-or. We are growing our footprint in both spaces," he explained. By employing social listening tools and engaging activation teams on the ground, the brand seeks to tap into cultural trends and gather essential feedback for growth.

The campaign will feature brand ambassadors and activation teams in stores nationwide, spreading the message of the promotion. These teams will interact directly with customers, drive awareness, and ensure more people have the opportunity to participate in and win the prizes. Additionally, there will be ten town activations and one major regional event to enhance brand visibility and trust among customers.

Lucky winners at the campaign launch pulse uganda

“Our goal is to appreciate our customers, reward them, and most importantly, gather feedback on how better we can serve them,” Mr. Kato added. The campaign is designed to be multi-faceted, providing both rewards and opportunities for customers to voice their needs and experiences with the brand.

Apart from the prizes, the promotion will also support Corporate Social Responsibility (CSR) initiatives. Plascon has already invested over UGX 800 million this year in areas such as health, education, religion, cultural preservation, and sports development. Santosh expressed pride in these efforts and assured that more projects would continue beyond the promotion, leaving a lasting impact on the community.