By Mackie M. Jalloh
Africell has once again placed Sierra Leone and The Gambia on the global creative map, earning international recognition for its groundbreaking docuseries, One Week in… with Pelumi Nubi. The series, which explores the vibrant cultures and daily lives of people across the two West African nations, has been shortlisted in the Branded Entertainment category at the 2025 Indielab Innovation Awards.
The nomination, announced by the awards’ organizers in London, celebrates Africell’s innovative approach to storytelling and its commitment to amplifying African narratives in fresh, engaging ways. The Indielab Innovation Awards are widely regarded as a premier platform recognizing excellence in television, film, and digital media, with the Branded Entertainment category highlighting companies that creatively leverage content to connect with audiences and build meaningful brand identities.
Speaking on the nomination, Africell Sierra Leone CEO, Shadi Gerjewi, said, “This recognition reflects our dedication to using creativity to tell authentic African stories. Through initiatives like One Week in…, we are not only redefining how audiences experience culture but also positioning Sierra Leone and The Gambia as vibrant, emerging destinations for tourism and investment.”
The docuseries follows travel content creator Pelumi Nubi as she immerses herself in the communities, traditions, and day-to-day experiences of Sierra Leoneans and Gambians. Through her journey, viewers gain insight into the resilience, creativity, and warmth that characterize both nations. From bustling markets to local artisans and traditional performances, the series presents a narrative that combines cultural authenticity with high production value, offering global audiences a compelling lens into West African life.
Hon. Nabeela Tunis, Minister of Tourism and Cultural Affairs, lauded Africell and Pelumi Nubi for the nomination, calling it “a celebration of hope and a testament to the rich cultural heritage of Sierra Leone.” She emphasized the series’ alignment with the national theme for 2025, “The Year of Ecotourism: Connecting Culture, Conservation, and Communities,” and highlighted how creative storytelling supports the country’s tourism and investment goals.
Africell’s commitment to original content is not new. The company has previously launched initiatives like You Sabi Salone, which similarly promoted Sierra Leone’s culture on an international scale. Gerjewi noted that each project reflects Africell’s strategy to empower local creators, foster cultural pride, and enhance the country’s image abroad. “Our work demonstrates that with imagination and dedication, African stories can inspire the world,” he said.
As the Indielab Innovation Awards prepare to announce winners on November 13, Africell’s shortlisting, alongside globally recognized content creators such as Louis Theroux, underscores the growing impact of African-led media initiatives. Regardless of the final outcome, the nomination alone represents a significant milestone for Sierra Leone’s creative and tourism industries.
Africell continues to invest in cultural promotion, content development, and innovative communication strategies, supporting efforts to showcase the nation’s heritage, attract visitors, and boost economic opportunities. Through strategic storytelling and technological integration, the company is helping the world see Sierra Leone and The Gambia through a fresh and inspiring lens.
