LIME uses dancehall to reconnect

Laranzo Dacres, Gleaner Writer

TELECOMMUNICATIONS GIANT LIME has blasted off the starting blocks into the direction of re-engaging with the Jamaican people, by launching its Christmas promotion, 'Christmas Pon Di Remix' concert in South Parade, downtown Kingston, last Saturday afternoon.

Prior to the concert, at a media launch, the company had revealed its partnership with some of the big names in the entertainment and sporting fraternity. Some of these new LIME family members, including Beenie Man, Mavado, Bounty Killer and Khago, were on hand to give the throng of eager fans a sweet musical treat to kick off the festive season.

Chris Dehring, chairman of LIME, in the meantime, told The Gleaner that, in addition to their Christmas campaign, they were also "remixing" LIME.

"Today we launched our 'Christmas Pon Di Remix', our Christmas campaign and, in many ways, we're are also remixing LIME; We coming hard!" Dehring said gleefully.

He also reiterated that LIME was a Jamaican company, run entirely by Jamaicans, has a staff complement of 12,000 Jamaicans and 25,000 Jamaican shareholders.

"We are re-establishing in everybody's minds that we are Jamaicans; nobody can outdo Jamaicans, and that is our strength; that is our competitive edge," the chairman added.

There were no buses downtown Kingston as the area was cordoned off, and music lovers stood in front of the mounted stage where dancehall royalties would deliver the message of 'LIME. For Living. Everyday.'

Performances also came from Tanto Blacks, Aidonia, Cecile and QQ. Towards the end of the concert, Beenie Man, Elephant Man, Cecile and Mavado all remained on stage to introduce the LIME Christmas commercial that will be on airwaves throughout the festive season.

Mavado's part in the commercial seemed to find favour with the crowd.

An excited Bounty Killer told The Gleaner he was happy to be a part of LIME.

"It's great to be in the corporate world, because the corporate world means more business and more success," he said. He went on to say that he still had his Cable and Wireless (now LIME) cellphone number from the 1990s.

"Mi feel great enuh, mi feel proud a mi self and mi affi seh big up to di most high, " Khago said.

LIME's Christmas promotion, where they are giving away a dream home and $20 million in cash and prizes, will run from November 15 until December 31.