TV personality and fashionista Bonang “Queen B” Matheba’s relationship with Cell C is over.
Sunday Sun reported that her contract ended on Friday, and the mobile network decided against renewing it.
Yesterday in an email, Cell C executive head of communications, Karin Fourie, confirmed the news.
“We can confirm that our contract with Bonang Matheba has come to an end. As was the case with previous campaigns, we continuously engage new ambassadors to promote our products and services. We had a very good working relationship with Bonang and wish her continued success. The Bonang by Cell C app will continue to be offered on our network.”
According to sources close to the situation, Cell C did not renew the contract because Bonang was allegedly not delivering according to terms of the contract.
“Cell C had pumped in a lot of money toward her. She was also given a lot of money, hoping to make more back,” said a source.
The source said Bonang was not putting enough effort into her emoji business.
“Instead of providing content on the app, she was more occupied and consumed by Instagram. So, how do you expect that to work?” said the source.
Another source said the app failed dismally last year, but Cell C decided to give it another chance because her failure would have reflected badly on the brand.
The source says they’re also looking at other things such as her attitude.
“She’s also difficult to work with. She’s too busy between her travels and other business ventures, so it’s difficult to pin her down when you work with her,” said the second source.
Bonang was not available for comment, but her management seems to be in denial. A representative in her management company, Davin Phillips, said the app was doing well.
“It has half-a-million users daily,” said Phillips.