By Barry Bateman
Move aside vuvuzela and welcome kuduzela - a uniquely South African icon the 2010 Local Organising Committee hopes international football fans will embrace.
The "instrument", which resembles a kudu horn and sounds like a subdued vuvuzela, was launched at the South African National Parks (SANParks) head office in Pretoria amid much fanfare on Tuesday.
The black, hollow, twirled device already has the approval of Zakumi - SA's 2010 mascot.
The kuduzela's inception in 2007, long before the Confederations Cup vuvuzela noise debacle, gave rise to a partnership between SANParks, FNB and Kudu Kudu Manufacturing.
LOC chief executive Danny Jordaan said SA had to produce a unique product which international football fans could take home, unlike Fifa merchandise which can be bought anywhere.
"The fans will be looking for a product that is unique to South Africa, that you cannot buy in London or New York. We completed the Confederations Cup where there were discussions about the noise of the vuvuzela. Is it in? Is it out? Should it be banned?
"Today I inform Fifa to please add the kuduzela to that debate," he said to laughter.
Jordaan tried his hand - or rather his lips - at blowing the kuduzela, but it was apparent that he would require more practice.
SANParks chief executive Dr David Mabunda said that in some African communities, the kudu horn was used to call people together for gatherings, but most importantly as a call to battle.
"Now the kuduzela will fulfill the same role. The kuduzela will call all South Africans, international guests and soccer fans to SA for 2010, and will be calling the 'warring parties' to the symbolic battlefield of soccer," he said.
FNB, which has pledged to fund the production of the kuduzela, will donate R600 000 to SANParks' Kids in Parks programme.
FNB chief executive Michael Jordaan said the kuduzela showed that the entrepreneurial and partnership spirit prevailed in SA.
For three months the kuduzela will be exclusively available to FNB clients before it is put on the market for other clients.