He noted as an example that some of the festivals, like the Jikinya Dance Festival, are meant to ‘catch ‘em young’. Says Mutendadzamera:  “It is a way of making young children appreciate the traditional arts and once they develop a passion for it, the belief and hope is that they are able to take it up further. They can also develop the dance to make it move with the times but without losing its relevance. The idea stems from the realisation that globalisation is permeating all of society and that culture is dynamic.”

 At the same time, this is the best way to showcase to the rest of the world what the people of Zimbabwe have to offer in the arts.

An example is the Harare International Festival of the Arts (HIFA), which has - since its inception - attracted a lot of foreign journalists and artists and, thus, the international profile that goes with this. Delta has been supportive of HIFA from the outset.

Cultural diversity is shown in these festivals, which has resulted in the unearthing of serious talent. These have, in the past, included Extra Balembe; a sungura music group that won a recording contract in the Chibuku Road to Fame talent search in 2007.

With the assistance of Delta, Extra Balembe, based in the small northern town of Chinhoyi, released its first album in that same year and went on to release a CD and DVD in February 2008. In 2006 a music group called Black Face from Bulawayo won the Chibuku Road to Fame. They, too, have managed to release a CD through the support given by Delta.

Mutendadzamera says the other objective behind these cultural activities is to ignite community activity.
“They are a platform for artists to develop and provide them an opportunity to enter into arts and culture industry. Communities, together with other organisations are encouraged to celebrate the uniqueness of these activities financially and morally.”

Notable brands used by Delta Corporation to promote some of the festivals include Lion Lager brand for HIFA, Coca Cola for Manica and Jikinya festivals and Chibuku for Intwasa and the Chibuku Road to Fame.