Africell’s original docuseries One Week in…with Pelumi Nubi has been shortlisted in the ‘Branded Entertainment’ category at the prestigious Indielab Innovation Awards 2025. The nomination highlights Africell’s growing role not only as a leading telecommunications provider in Africa, but also as a bold and imaginative content creator.
The Indielab Innovation Awards celebrate creative excellence across television, film, and digital media. The Branded Entertainment category recognises companies that harness storytelling to strengthen brand identity, going beyond traditional advertising to deliver meaningful and editorially exceptional viewing experiences.
One Week in…with Pelumi Nubi follows adventurer and travel content creator Pelumi Nubi as she immerses herself in the culture, people, and everyday life of Sierra Leone and The Gambia, over the course of a week spent in each. Blending travelogue with social insight, the series showcases the dynamism of Africell’s oldest operating markets through a warm, authentic and contemporary lens.
Sam Williams, Africell’s Group Communications Director and an executive producer of the series, said:
“Being shortlisted at the Indielab Innovation Awards is testament to Africell’s willingness and ability to take creative risks. We want to tell African stories in ways that are fresh and engaging, and in doing so to set ourselves apart from competitors who are often more cautious. This nomination shows that our approach resonates with both audiences and industry peers, and proves that with sufficient imagination, even a relatively small company like ours can compete with content giants such as Netflix, the BBC and Channel 4.”
The winners of the Indielab Innovation Awards 2025 will be announced in London on 13 November.
View the full shortlist across all categories here: https://www.weareindielab.co.uk/awards-shortlist-2025
Watch the full series here: https://lnkd.in/eQ3nFZsD
