PAARL – Sacha Feinberg-Mngomezulu has been unveiled as the first official brand ambassador for Maskew Miller Learning’s AI-powered learning companion, Maski, during an event at New Orleans Secondary School in Paarl on Thursday (16 April).
The announcement marks a significant milestone for the 133-year-old educational publisher as it transitions from a traditional print business into an education technology company, positioning artificial intelligence at the centre of its future.
At the heart of this shift is Maski, a mobile-first learning platform, personalised tutor, launched in 2024 and already supporting hundreds of thousands of learners across South Africa. The tool is available on WhatsApp at 072 091 0388 and offers CAPS curriculum-aligned assistance, including explanations, study support and access to past exam papers for learners from Grades R to 12.
The initiative is aimed at addressing long-standing inequalities in access to academic support. While some learners benefit from tutors and additional resources, many others do not. Maski seeks to bridge this gap by providing a 24/7, on-demand learning companion accessible from a cellphone.
Keshree Alwar, Chief Executive Officer of Maskew Miller Learning (MML), said the event aimed to inspire learners and highlight new possibilities.
“We are here to basically share with the rest of the children of South Africa who Maskew Miller Learning’s new brand ambassador is. An ambassador that is young, energetic, dynamic and wanting to inspire learners in the country to help them dream, believe and acheive. Through Maskew Miller Learning offering the educational resources and the AI-powered learning companion Maski equip them and support them in order to achieve their dreams and academic success,” says Alwar.
“So, we are here to inspire children, to motivate them and to have them aspire to whatever they want to be knowing no matter which circumstance, background they come from that they are well supported to reach for their dreams. We are the leading educational publisher in South Africa and we’re transitioning to an educational technology business, which enables us to get inclusive, accessible, educational resources to the majority of learners. Through digital means learners can access our AI tools through WhatsApp. Maski can be in every home just like Maskew Miller Learning’s textbooks are in every classroom.”
She added that the appointment of Feinberg-Mngomezulu as ambassador was a first for the Company and formed part of a broader strategy to connect with young people.
“This is actually the first time as Maskew Miller Learning that we’re announcing a brand ambassador. Someone that appeals to the youth to drive and encourage them and inspire them. So, it is quite exciting for me to be able to share this moment with the learners because after all they are our future. The only way to do that is to use someone that’s put in the hard work, demonstrated he can overcome anything. He is resilient, determine and he practices. We want children to be able to do the same. Practice makes perfect and we don’t have to be perfect, but they just need to put in the work to get to where they need to be.”
Alwar explains that the Company remains focused on improving learning outcomes nationwide.
Feinberg-Mngomezulu, a Springbok fly-half and one of the country’s rising rugby stars, said his involvement is rooted in the idea that every learner deserves the same level of support as professional athletes.
“In rugby, you have a coach. In learning, you have Maski,” he said.
He added: “When you’ve worked with Maski, gone through past papers, understood the material – you pick up that pen and you believe. Because you are ready.”
The partnership is built around a shared message that education is the foundation of opportunity, with a focus on motivating learners to “dream, believe and achieve”. Feinberg-Mngomezulu will take part in campaigns, school engagements and motivational initiatives aimed at encouraging learners to take ownership of their learning journeys.
New Orleans Secondary principal Carlyn Oppelt said the school was honoured to host the announcement.
“First of all, I feel very privileged. The fact that we are the school that was chosen because when they contacted me they said they are looking for a school that is deserving. The fact that they thought of New Orleans Secondary as a deserving school is an absolute privilege for me. We make it possible for them. We have had a great relationship with Maskew Miller Learning in the past when they were still known as Maskew Miller Longman. Just the fact that any help that we can offer our children we open our doors because at the end of the day it’s all about the child. Whatever we can do for learners we do and we just say thank you very much to Keshree for choosing us and honoured to host this event.”
She added that the introduction of Maski could help shift how learners view their cellphones in an educational context.
Learners who attended the event said the platform will make a real difference.
Yamkela Situlweni, a Grade 11 learner, said: “I feel it was a nice experience for me. It was very educational and I learned quite a lot about Maski. I think it’s going to help each and everyone of us at school. I am definitely going to use it.”
Fellow Grade 11 learner Anovuyo Mangwana added: “I actually think Maski is a good thing, especially if you are struggling with school work and you can’t afford a tutor, you can use Maski. It’ll help you perform well. I will also definitely be using Maski.”
MML has delivered millions of textbooks across the country over the past decade and says its move into digital education aims to extend that reach even further, ensuring that every learner regardless of background has access to quality academic support.
Add Maski now to Whatsapp on 072 091 0388 or learn more at www.maski.co.za.
