11 August 2017

South Africa: Scorpio and Amabhungane #GuptaLeaks - How Ajay Gupta Was Trusted With Crafting SA's Global Image

analysis

From the time of the notorious 2013 Sun City wedding, the Guptas' activities in South Africa have attracted a great deal of negative international media attention. Indeed, the reputational damage caused by the Guptas' state capture to the global image of South Africa is probably incalculable. But one man might be able to help calculate it: Ajay Gupta, who for a full decade - until 2016 - sat on the board of Brand South Africa. That's the body responsible for crafting a positive image of South Africa overseas. By SCORPIO, AMABHUNGANE and NEWS24.

Brand South Africa is responsible for promoting a "South African Nation Brand identity that will advance South Africa's long-term positive reputation and global competitiveness", to quote its online mission statement. Its goals are lofty; in addition to making South Africa look good on the global stage, it also aims to instil "pride and patriotism among South Africans".

The "official custodian of South Africa's nation brand" is a government-funded entity which reports to the Minister of Communications. Established by Thabo Mbeki's administration in 2000, it was originally known as the International Marketing Council of South Africa (IMC). Its board of trustees is appointed by the President of South...

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