The marriage between dancehall artist Eli Njuchi and mobile and ICT service provider TNM plc is over after the two parties mutually agreed to terminate the artist’s role as brand ambassador.

The artist’s manager Prince Chikweba in an interview yesterday confirmed the development which he attributed to unfulfilled contractual agreements in the first year of the three-year deal.

It is over: Eli Njuchi and TNM official Louis Chipofya when they signed the contract

He said they arrived at the decision after several discussions.

Chikweba said: “When a contract is being agreed there are promises and agreements which bind it. These are made in the best interests of both parties involved. So, when it comes to a point where it is not making any business sense, a review of the agreement is vital.”

He said they considered the growth of the artist and direction his career is taking and they believe the decision is in his best interests.

Chikweba said the termination of the contract with TNM plc does not signal any prospective deal with another organisation.

“We came here to announce the start of our working relationship with TNM plc, it was in the same spirit that we also come here to announce that the two brands have parted ways. Eli Njuchi will continue in his other roles such as ambassador for UN’s He For She Campaign,” he said.

Our efforts to solicit a comment from TNM plc were not successful. During the unveiling of the ambassadors, TNM plc chief executive officer Arnold Mbwana said the engagement of the creatives was a way of promoting local talent and Malawian culture.

Last year TNM plc engaged Eli Njuchi alongside five other creatives as their brand ambassadors dubbed TNM Youth Stars of Malawi.

On his part, Eli Njuchi described his time as brand ambassador as good characterised by a lot of learning, but he indicated that it could have been better. “As an agreement there were a lot of changes that would have allowed the contract to flourish. We believe the agreement was meant to make sense for both of us. Under the circumstances, it was only right to part ways,” he said.

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