The Sunday Mail
Prince Mushawevato and Andrew Moyo
Leisure Reporters
NO pageant in Zimbabwe, Miss Zimbabwe included, has attracted as much interest from the global media as the recently held Mr Ugly Zimbabwe.
Zimbabwe has come up with some interesting pageants in the past, including Miss Rural and Miss Biggie Matofotofo, but both contests died natural deaths, not having generated great interest as Mr Ugly has done.
Not even the infamous consecutive dethronements of queens in one season by the Miss Zimbabwe Trust managed to capture the attention of the international community in this way.
The four-year-old Mr Ugly Zimbabwe pageant, which was conceptualised by David Machowa, popularly known as Apama, as part of his comedy acts, appears to be on course to set new records.
Rather, the comic initiative that seeks to unearth the ugliest man in the land might have just become the most popular local pageant on the international stage.
The event is held annually at the exquisite downtown pub – City Sports Bar – where downtown’s elite wine and dine.
The pageant received coverage on several media outlets around the globe among them BBC, CCTV Africa, NBC News, Jamaica Observer, France24, Sky News, The Mirror, ABC, Newsweek and The Independent, to name just a few.
William Masvinu
The organisers now claim that publicity has since attracted the attention of events’ organisers and promoters from various countries across the globe, a phenomenon that is partial testimony that the Mr Ugly World dream could actually come to reality.
Add to this, the tourism arm of the country has also taken notice of the impact that the event has in marketing the country as a tourist destination.
Thus, market watchers have begun asking if organisers of the pageant have unknowingly been sitting on a goldfield for the past four years?
They argue that with adequate funding and support from relevant stakeholders, the event has the potential to conquer the showbiz industry.
The creator, Apama, believes that this is just the beginning and best days are yet to come.
ln an interview last week, Apama revealed that enquiries over the event and how best to host it have been coming from countries as far as Australia, India and Jamaica.
“I’m inundated with calls and emails. There are guys from outside the country that want to work with me on this pageant. Some are suggesting setting up structures in their countries that will culminate in us having the Mr Ugly World in 2017, while others want to know the registration fee required for them to be part of the pageant,” he said.
The massive attention has proven to be a wake-up call for the man behind the pageant. He plans to open an official website for marketing purposes and is also trying to rope in a respected celebrity as brand ambassador.
The multi-talented Apama added that interested countries that have been in touch with him will by June next year have held the Mr Ugly contest in their respective countries.
“We want every country in Africa, Europe, Asia and America to hold their Mr Ugly contests before June next year. This will guarantee that we have representatives from every part of the globe at the Mr Ugly World contest in 2017,” he said.
According to Apama, the Mr Ugly World competition will probably be held at Harare International Conference Centre (HICC) or any other spacious place in the capital.
“I have always believed that this pageant has the potential to grow. Some individuals and companies, especially those that I have worked with in the last four years, also believed in the concept. I have ideas to make the pageant grow but that will only be possible if I get comprehensive support from the relevant stakeholders.”
Conversely, some sections of society have been calling for the guillotine to be dropped on Mr Ugly Zimbabwe, arguing that the pageant has brought “shame and ridicule” to the country.
However, Zimbabwe Tourism Authority (ZTA) head of corporate affairs, Sugar Chagonda sings from a different song book.
Chagonda argues that the concept should be supported since it is not only bringing a different flair to the showbiz industry but is also helping push the country’s destination marketing agenda.
“It is indeed a good concept judging by the interest the event has generated. In other words, it shows that Zimbabweans are creative and have a good sense of humour. Instead of people mourning their ugliness, they are actually finding fun from it and celebrating, I see nothing wrong with that. People should actually come on board and support the concept so that it will be bigger and better,” said the ZTA official
Chagonda said the ZTA’s doors are open for discussions with organisers of the Mr Ugly contest.
“We are enjoying the show just like everyone else for now, our doors are open for proposals. If they come with a project proposal we will evaluate it in line with the ZTA mandate that we work under in liaison with our parent ministry just like we do when planning the annual carnival.
“Also, the idea of a partnership will be determined by the extent of involvement that the organisers want from us. It must, nonetheless be noted that anything that adds value to our Brand Zimbabwe mandate is of importance to us,” explained Chagonda.
Apparently, the Mr Ugly pageant is not the only “weird” pageant in the world, although it might stand out among the most interesting.
Other pageants that are out of the ordinary include Miss Landmine from Angola, Miss Condom Asia-Pacific in which the contestants wow judges by their condom blowing prowess and Miss Pregnant in which pregnant women contest in bikinis.
Meanwhile, the man behind the financing of the Mr Ugly Zimbabwe pageant, Biggie Chinoperekwei of Devine Assignments, said he is impressed with the dimensions that the event is taking.
“Mr Ugly started as a small event but it is gradually growing.
“The interest that it is generating around the world is a clear sign that it will be a better event with more support,” said Chinoperekwei, adding that, They are some that feel the event is unethical but that’s a wrong conception. The event is extremely hilarious and the guys themselves feel their ugliness needs to be celebrated. This is why they come on their own volition.”
