Africell’s bold approach to creative storytelling has gained international acclaim with One Week In… with Pelumi Nubi being shortlisted for the Branded Entertainment category at the IndieLab Innovation Awards 2025. The nomination reflects both the company’s expanding media footprint and a growing appreciation for authentic African storytelling.
The IndieLab Innovation Awards celebrate originality and impact in independent television and digital content, highlighting productions that challenge convention and inspire change. This year’s panel includes senior executives from BBC Studios, Sky Studios, Paramount, and Sky Documentaries, making the recognition especially significant for Africell and its production partner, Grammar Productions.
Sharing the stage with acclaimed filmmaker Louis Theroux, whose BBC documentary The Settlers is nominated for Best Documentary, signals just how far Africell’s creative ventures have come. Theroux’s global reputation for nuanced, socially aware storytelling underscores the prestige of being named among this year’s shortlist.
In the Branded Entertainment category, One Week In… competes with four standout productions from the United Kingdom and China that span themes of education, conservation, and lifestyle. Yet Africell’s entry is unique — a vibrant celebration of travel, identity, and connection told through the eyes of a young African creator.
Hosted by Pelumi Nubi, the ten-part series takes viewers across The Gambia and Sierra Leone, revealing the rhythm, resilience, and charm of each destination. Since its local premiere earlier this year, One Week In… has been praised for its refreshing portrayal of West Africa — full of colour, optimism and humanity.
Pelumi’s authenticity is central to the show’s success. Her record-breaking solo journey from London to Lagos in 2024 made her a global name, admired for her adventurous spirit and passion for showcasing Africa’s beauty. With One Week In…, she channels that same energy to highlight cultures and communities often missing from mainstream travel content.
Africell’s investment in storytelling goes beyond entertainment. The company’s Africa Creates documentary series shines a light on African innovation and creativity, while Lobito Bound follows the human and economic stories unfolding along the Lobito Corridor, linking Tanzania, Zambia, the Democratic Republic of Congo, and Angola. Each project reflects Africell’s belief in storytelling as a tool for connection, development, and national pride.
Through initiatives like these, Africell is promoting tourism, inspiring cultural exchange, and positioning African voices at the forefront of global media.
The IndieLab nomination is more than an accolade — it’s proof that content created in Africa, for Africa, can stand shoulder to shoulder with the world’s best. For Africell, it reaffirms a vision of technology and creativity working hand in hand to tell the continent’s most compelling stories.
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Africell’s bold approach to creative storytelling has gained international acclaim with One Week In… with Pelumi Nubi being shortlisted for…
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