The #BangenewithAxe campaign has taken South African universities by storm, bringing first-year students an electrifying blend of music, motivation, and mentorship.
Headlined by the multi-talented artist and dancer Mzwakhe ‘Mzi’ Mbuli Jr, famously known as Robot Boii, and renowned for hits like ‘Salary Salary’ and ‘Phakathi Inside’ with Kabza De Small, the tour captivated students from Pretoria to Cape Town, leaving an unforgettable mark on campuses. With powerful messages of self-confidence and show-stopping performances, the campaign is shaping to be a defining experience for young students entering university life.
The #BangeneWithAxe campus tour is designed to give students the confidence to embark on their new journey feeling fresh and fearless.
AXE brand representative Ameena Mmatey said that the #BangeneWithAxe encourages students to embrace fresh starts with confidence.
"O-Week is all about stepping into new experiences with confidence, and that’s exactly what AXE represents."
Boii echoed the sentiment, encouraging students to step into new chapters with confidence and energy.
"This isn’t just another campus event — it’s a whole vibe. We’re pulling up to make sure students start their year on the highest note possible. If you’re stepping into a new chapter, do it with confidence, do it with energy, Bangene as you are."
Last year, AXE announced its partnership with Robot Boii as part of its mission to refresh the brand and strengthen its connection with the Gen-Z audience.
Boii also reflected on his journey in the entertainment industry, emphasizing how staying true to himself and leveraging digital platforms played a pivotal role in his success.
“It's about the internet, man... the internet doesn't have any gatekeepers. I mean, you can post a video tomorrow, and the people who didn’t believe in you or didn’t open doors for you—physically they can’t stop 2 million people from liking your post and showing you the love you deserve,” he said.
The tour began at the University of Pretoria, where students turned out in large numbers, setting the tone for an electrifying journey. It then moved to the University of the Witwatersrand, where the crowd danced to Robot Boii’s beats, followed by an energetic stop at Stellenbosch University. The campaign wrapped up with a spectacular grand finale at the University of Cape Town this past weekend.
The Star