This collaboration will enable iSON Xperiences to leverage Aistra’s advanced AI capabilities to accelerate digital transformation initiatives for their clients worldwide. The partnership spans multiple industries, including Telecom, BFSI, Fintech, Retail, E-commerce, Travel, Consumer Services, and Energy, among others.

Key Focus Areas of the Partnership: 

• AI-driven automation to enhance customer interactions and engagement
• Advanced predictive analytics for data-driven decision-making
• Seamless AI integration across industry-specific solutions

“At iSON Xperiences, we are committed to redefining customer experience through innovation,” said Vitul Kwatra, CEO, iSON Xperiences. “Partnering with Aistra allows us to accelerate AI adoption and unlock new value for businesses by enhancing customer interactions and operational efficiency.” 

With its deep expertise in AI, automation, and digital intelligence, Aistra will collaborate with iSON Xperiences to develop AI-driven solutions that elevate customer engagement, reduce service friction, drive business growth, and enhance digital maturity to ensure long-term competitiveness.

“This partnership represents a significant step forward in AI-led CX transformation,” said Eric Selvadurai, Co-Founder and Managing Partner, Aistra. “By combining our AI capabilities with iSON’s extensive client base and industry expertise, we are setting new benchmarks for AI-led and data-driven customer experiences.” 

Windhoek fashion designer Ruberto Scholtz, Harare visual director Rowan Sakarombe and the Botswana Metalheads feature in the campaign’s epic TV commercial (https://apo-opa.co/41przaO), which stars Khuli Chana, Blxckie and 25K. The commercial’s soundtrack https://apo-opa.co/4ks07ll is a new song, the Originals Anthem, written and recorded by the rappers.

“Just as KFC’s Streetwise brand takes its inspiration from the iconic taste of KFC’s Original Recipe – while adding bucketloads of value for a new generation – the film depicts Khuli, Blxckie and 25K inspiring each other and those who will follow them,” says KFC Africa Chief Marketing Officer Grant Macpherson. “The Cultural Creators are part of the same powerful narrative.”

Scholtz, who made the suits Blxckie and 25K wear in the photoshoot scene in the TV commercial, is inspired by collaborations. “If you see someone who can do something well, why not work with them?” he says.

Sakarombe appears in the film shooting the Originals Anthem music video in the street with Khuli Chana, Blxckie and 25K. He says he’s inspired by the “raw experiences of life around me” and the vibrant energy, constant motion and diverse cultures of cities.

The Originals Anthem inspires the Botswana Metalheads – whose music often contains local influences and whose style reflects cowboy culture – to infuse their originality and give it a heavy metal angle.

The campaign, which launches on 06 March 2025 across SADC regions, also features a packaging collaboration between KFC Streetwise and Cultural Creator Sindiso Nyoni, a Bulawayo-born illustrator who has built a stellar career after being inspired by an “original” – his high school art teacher, a retired graphic designer.

Making a mark

Macpherson says it’s a time when young people are hungry to share their unique signature with the world. “Who better to feed their hunger than the originals who came before them?” he says.

“We want the Originals Anthem and all the activity around it to inspire all the young Africans trying to make their mark through their creativity and individuality.”

Khuli Chana says that as one of the legends of South African hip-hop, he’s passionate about inspiring new artists. “The reason I started Maftown Heights in 2009 was to help rappers from Mahikeng find their footing in Joburg with a sound and language that wasn’t mainstream at the time,” he says. “It led to great things and it’s still giving new artists a platform. I love inspiring musicians to find their original sound.”

Blxckie says his career and development has been built on collaborations, and every one of them keeps him original. “Musicians lift each other up,” he says. “They support each other and make each other better at what they do.”

25K was introduced to rap by artists such as DJ Mojava, Ghetto Squad, and old school hip-hop groups Dead Prez and Outcast, and became an original by rapping in S’Pitori, a mixed language spoken in Pretoria.

“I want to be remembered for that and I want to inspire kids,” he says. “When I’m no longer here, I want to feel like I left something that will make it easier for another kid to come out of Pretoria.”

Other Cultural Creators who appear in the Original Feeds Original TV commercial include Kind Kid toymaker Sanele Qwabe, “Nail Pimp” Nailed Ntswembu, the Island Gals skateboarders and custom car pimper Ofentse Mphatsoe.

Passing the torch

The commercial begins with Khuli starting to write the Originals Anthem and ends with him as the OG, welcoming Blxckie and 25K on stage and handing the mic to them.

“It’s the story of my life and it’s the story of KFC Streetwise,” says Khuli. “Passing the mic is like passing the torch, and that’s how Original Feeds Original.”

Director Sam Coleman says the 90-second video portrays the endless cycle of inspiration, in which each creator is galvanised by the ones before and motivates those who follow. “It’s an explosive mix of visual eye candy, entertainment, musical reward, style, and unique brand integration that instantly hijacks your attention and eyeballs,” he says. “Everything about it is engaging, surprising and fresh.”

And there’s an extra twist to the campaign, says Macpherson. “Every time someone streams the Originals Anthem, the money it earns will go to KFC Add Hope. It will be used to feed malnourished children throughout South Africa.

“Among the kids who benefit from Add Hope are the next generation of Khulis, Blxckies and 25Ks and the Cultural Creators of the future. So, anyone who listens to the anthem will be helping them on their way.”

The Originals Anthem is available on all major streaming platforms, including Spotify (https://apo-opa.co/4ks07ll), YouTube Music (https://apo-opa.co/3Dr7OaI) and Apple Music (https://apo-opa.co/4kj20kt).

At the event, JETA engaged with leading industry stakeholders, established connections with potential partners, and explored investment opportunities to accelerate FinTech adoption and financial inclusion across Africa.

Haim Taib, Founder & President of Mitrelli Group and JETA Holding, emphasized on stage:
“FinTech is not just about technology—it’s about unlocking opportunity, fostering inclusion, and driving economic transformation. Across Africa, a new generation of creative entrepreneurs is emerging, bringing bold ideas and innovations that have the potential to redefine industries. However, true progress requires more than innovation; it demands the collective commitment of governments, private capital, and human talent working together to turn potential into impact. This is why JETA is making strategic investments in FinTech—not just to connect people, businesses, and communities with financial tools, but to lay the foundation for long-term, sustainable growth.”

With a strong foundation in healthcare, cybersecurity, and ICT, JETA is expanding into FinTech and trade, leveraging its experience in complex regulatory environments and established relationships with governments, banks, and regulators.

JETA operates through three core subsidiaries:

• Luanda Medical Center (LMC) – A leading hospital and clinic in Luanda, Angola, delivering high-quality healthcare services.
• Yapama – A medical equipment and consumables distribution company with operations in Angola, Senegal, and Côte d’Ivoire.
• New Cognito – A cybersecurity and ICT services company, well established in Angola. 

As JETA enters FinTech and trade, the company is looking to bridge financial technology with real-sector applications, including digital payments, lending, trade finance, and financial inclusion solutions.

JETA is actively seeking partnerships with investors, FinTech startups, and financial institutions to drive innovation and scale financial solutions across key African markets.

Doron Ben Sira, CEO of JETA Holding, added:
“FinTech is one of the most dynamic and transformative sectors in Africa, with enormous potential to accelerate financial inclusion and unlock new trade opportunities. At JETA, we don’t just invest in technology—we invest in building strong ecosystems. We connect capital, expertise, and markets to ensure that financial innovation doesn’t just grow but establishes itself as a sustainable engine for development. We are actively seeking the best companies and partnerships to build a more integrated and accessible digital future in Africa.”

Expanding Across Africa

JETA is more than an investor—it is a business accelerator and growth enabler. Through its subsidiaries and strategic investments, JETA is building an ecosystem that connects technology, capital, and local expertise.

As part of its FinTech and trade expansion, JETA is focusing on high-growth markets, including Nigeria, South Africa, Kenya, Ghana, Côte d’Ivoire, Ethiopia, Rwanda, Tanzania, Senegal, Mauritius, and Uganda.

With a proven track record in market expansion, JETA is committed to leveraging its regional presence and deep industry networks to build scalable and impactful financial solutions across the continent.