Africell’s original docuseries, One Week in…with Pelumi Nubi, has been shortlisted in the ‘Branded Entertainment’ category at the Indielab Innovation Awards 2025, earning international recognition for its innovative approach to media and storytelling.
The Indielab Innovation Awards, based in London, are a highly respected creative industry event that recognises excellence in television, film, and digital media. The Branded Entertainment category recognises companies that use storytelling to strengthen brand identity and build meaningful connections with their audiences.
This nomination, combined with the work of renowned documentarian Louis Theroux, highlights Africell’s emergence not only as a leading telecommunications provider in Africa, but also as a daring creator of original African content.
Pelumi Nubi, an adventurer and travel content creator, shares her experiences in Sierra Leone and The Gambia. Immerses herself in the culture and daily life of Sierra Leone and The Gambia. Both countries are known for their resilience, which highlights their potential as emerging tourist destinations.
Africell Sierra Leone’s CEO, Mr Shadi Gerjewi, expressed pride in the nomination, stating, “This recognition reflects our commitment.”
To use creativity to tell authentic African stories. Being shortlisted for the Indielab Innovation Awards demonstrates Africell’s willingness to take creative risks. We aim to present African narratives in novel and engaging ways, setting ourselves apart from competitors who frequently play it safe.”
Mr Gerjewi noted that Africell’s previous projects, such as You Sabi Salone, are consistent with the vision of promoting Sierra Leone’s image on a global scale through innovative storytelling. “This nomination demonstrates that our approach resonates with both audiences and industry peers. It demonstrates how, with creativity and imagination, African stories can inspire the world,” he added.
Hon. Nabeela Tunis, Minister of Tourism and Cultural Affairs, congratulated Africell and Pelumi Nubi, calling their nomination “a celebration of hope and renewal” and a testament to Sierra Leone’s cultural and creative development. “Pelumi’s documentary serves as a visual testament to Sierra Leone’s cultural vibrancy and resilience, beautifully aligning with the 2025 national theme, “The Year of Ecotourism: Connecting Culture,” Coe, beautifully aligned with the 2025 national theme ‘The Year of Ecotourism: Connecting Culture, Contributions to the Arts and Tourism Industries,’ emphasized the company’s role as a valuable partner in rebranding Sierra Leone’s international image. “On behalf of His Excellency the President, I express my heartfelt appreciation to Africell and Pelumi for capturing the vibrant spirit of Sierra Leone. “This creative collaboration allows the world to see our country in a new light,” she said.
Africell continues to invest in creative storytelling, local content development, and cultural promotion, assisting national efforts to attract visitors and investment via positive global exposure.
The winners of the Indielab Innovation Awards 2025 will be announced in London on November 13. Regardless of the outcome, Africell’s nomination, along with Grammar Productions, represents a significant milestone for Sierra Leone’s tourism and creative industries, demonstrating the company’s commitment to connecting people, cultures, and communities through technology and storytelling.
