Varsha Vala, Principal Officer: Medihelp Medical Scheme 
Now, consider a different pairing — one that marries language learning with fashion. The language app Duolingo teamed up with the footwear company Crocs to release a quirky, playful line of footwear adorned with themed charms featuring Duolingo’s green owl mascot, Duo. What might have seemed like a whimsical marketing stunt was actually a clever way to merge education with everyday wear, reminding users that learning a new language can be as fun and casual as slipping on a pair of Crocs.
On home ground
Closer to home, another unexpected alliance emerged between fast-food giant Nando’s and beauty brand Maybelline. At first glance, what could a fiery chicken chain and a cosmetics powerhouse possibly have in common? Yet, their collaboration became a talking point — a way to combine the sass and spice of Nando’s with the bold, expressive flair of Maybelline.
But why do such collaborations occur? Why are companies increasingly seeking out partners that seem to have little in common with their core business?
It starts with the consumer
According to Varsha Vala, Principal Officer at Medihelp Medical Aid, the reason is twofold: To thrive in uncertain times and to maximise impact.
"When industries that appear to have little in common team up, they can craft something far greater than the sum of their parts. However, for Medihelp, every potential partnership begins with one guiding principle: our members come first. The foremost question we ask is, ‘Does this truly serve the best interests of consumers?’” she affirms.
Shifting market dynamics
Historically, partnerships were forged between companies within the same industry. Yet, the dynamics of the market have shifted. Says Vala, “Unpredictable economic conditions, emerging consumer expectations, and the acceleration of digital transformation have compelled businesses to rethink their strategic alliances. The result is a rise in partnerships between companies that, at first glance, have little in common — such as healthcare providers teaming up with tech companies or retail chains joining forces with financial institutions. For example, at Medihelp we have partnered with a digital assistant app to make it easier for moms to manage life with a baby or young children. “We know that for caregivers, time isn’t just precious — it’s love in action. Through this collaboration, we’re giving them back moments that matter: to hold a hand, share a smile, and simply be there,” says Vala.
Another compelling example is the recent partnership between Medihelp and Old Mutual Corporate, a strategic alliance that blends health care coverage with financial security to create a more comprehensive support system for consumers.
Why collaborations work
At Medihelp, the oldest medical scheme in South Africa, we believe collaborations work because:
- You can create unique offerings, which surprise and delight consumers.
- In a world where purpose and social consciousness are becoming more important, you can deepen emotional resonance with consumers if your values align.
- You can reinvent your brand and that of your collaborator or partner.
- You can reach a much wider audience to maximise your impact. Beyond survival — a path to growth
In an era of economic uncertainty, the most resilient businesses are those that dare to look beyond conventional boundaries. “Unlikely collaborations are not just strategic moves to survive economic challenges; they are transformative alliances that foster innovation, expand market reach, and drive sustainable growth and value for the consumer,” Vala concludes. DM
More about Medihelp
Medihelp is South Africa's oldest medical aid, celebrating 120 years in business in 2025. It offers affordable healthcare cover to South Africans. With 11 plans to choose from, we have a medical aid plan for everybody, but specifically those bodies who value fitness, fun, health, kindness, bravery, creativity, family, wisdom, and ambition.