Bell Citrus acted as a beverage sponsor for the Kyambogo University Freshers Ball, introducing an interactive brand experience to the campus grounds. According to Nile Post, the activation was part of the Bell Citrus Zesty Campus Tours, an independent platform distinct from the build-up to Obafest. The initiative aimed to provide students with opportunities to engage in games and social interactions before the main musical performances began.
The brand's presence centered on a dedicated experience area featuring life-sized Ludo, checkers, and Jenga games. Nile Post reported that these attractions drew groups of students who competed in skills-based games and participated in virtual experiences. For many attendees, the Bell Citrus area served as a social hub where friends gathered to take photographs and capture moments from the night before moving to the main stage.
The musical lineup included performances by YKee Benda, Mun G, Karol Kasita, and Kapeke. Nile Post noted that these acts kept the crowd singing and dancing, while MCs Evelyn MC and Benjhi, along with resident DJs, maintained the energy on the dance floor into the early morning hours. The event served as a significant social milestone for the university, allowing first-year students to form friendships and continuing students to reconnect with peers.
Lillian Kansiime, a representative of Uganda Breweries Limited, discussed the partnership's objectives. She stated that the company wanted Bell Citrus to be part of memorable campus moments, creating an experience that students could enjoy with friends before the music started. Kansiime described the event as a reflection of the power of shared social experiences to bring people together.
The Kyambogo activation followed regional activations in Gulu, which Nile Post described as having generated significant energy. Kansiime said the goal was to bring that same standard and youthful energy to Kyambogo to celebrate the start of the new academic journey. The event concluded with students having forged new friendships and settled friendly rivalries over games, marking the beginning of their university stories.