Serengeti Breweries Limited (SBL) today unveiled the Lite Your Imagination campaign for its flagship beer brand, Serengeti Lite. The campaign is designed to inspire young Tanzanians tounleash their creativity, embrace self-expression, and together make things happen, plus have fun while doing it.

The unique launch event in Dar es Salaam brought together influencers, content creators, musicians, and consumers to celebrate the spirit of Tanzanian creativity and innovation. Serengeti Lite’s new campaign seeks to inspire young Tanzanians to unite their individual strengths because together, they can create opportunities  

Speaking at the event, SBL Managing Director Obinna Anyalebechi said, "Serengeti Lite is more than just a refreshing beer; it exists to celebrate meaningful moments of togetherness & connection. Through this campaign, we aim to inspire young Tanzanians to explore their creativity, live boldly, and celebrate shared moments of joy. This is our commitment to uplifting the spirit of our consumers and being part of their journey to self-expression."  

The campaign’s Lite Your Imagination tagline encourages Tanzanians to find inspiration in everyday experiences and use them to fuel their creativity. Serengeti Lite is refreshingly Tanzanian, a modern & progressive beer made for those who seek irreverent fun and want to up the vibrancy in every moment to give more BITE to life.   

Guest of Honor Hon. Hamis Mwinjuma, Deputy Minister for Culture, Arts, and Sports, commended SBL saying, "Initiatives like this celebrate and uplift our youth, who are the creative heartbeat of Tanzania. Lite Your Imagination aligns with our national goals of promoting arts, culture, and innovation. Serengeti Lite is not just a product; it is becoming a platform for inspiring confidence and fostering collaboration."  

As part of the campaign, Serengeti Lite has partnered with Tanzanian superstar Diamond Platnumz, whose journey and success mirror the campaign’s values. Diamond’s involvement brings energy and inspiration, showcasing the limitless potential of Tanzanian talent and creativity.