Africell’s original docuseries One Week in…with Pelumi Nubi has been shortlisted in the Branded Entertainment category at the Indielab Innovation Awards 2025.

The series follows adventurer and travel content creator Pelumi Nubi as she experiences the culture and everyday life of Sierra Leone and The Gambia. It presents both countries as emerging tourism destinations while using storytelling to connect audiences with their communities and cultural identity.

The winners of this year’s awards are scheduled to be announced in London on November 13, 2025. The source information confirms Africell’s shortlisting but does not indicate whether the company has won the category.

Recognition for creative storytelling

The Branded Entertainment category recognizes companies that use storytelling to strengthen brand identity and develop meaningful relationships with audiences. Africell’s nomination places its work alongside entries being considered within an awards programme that celebrates television, film and digital media.

Shadi Gerjewi, Chief Executive Officer of Africell Sierra Leone, said the recognition reflected the company’s approach to telling African stories through creative work.

“This recognition reflects our commitment to using creativity to tell authentic African stories. Being shortlisted at the Indielab Innovation Awards is a testament to Africell’s willingness to take creative risks. We aim to present African narratives in fresh and engaging ways, distinguishing ourselves from competitors who often play it safe,” Gerjewi said.

He added: “This nomination demonstrates that our approach resonates with audiences and industry peers alike. It shows that with creativity and imagination, African stories can inspire the world.”

Tourism and cultural visibility

The nomination has also been welcomed as a significant milestone for Sierra Leone’s tourism and creative industries. Minister of Tourism and Cultural Affairs Nabeela Tunis described it as “a celebration of hope and renewal.”

Tunis said Nubi’s documentary offered a view of the country’s cultural strength and aligned with Sierra Leone’s 2025 national theme, “The Year of Ecotourism: Connecting Culture, Conservation, and Communities.”

“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, Conservation, and Communities,’” she said.

She also thanked Africell and Nubi for presenting Sierra Leone to international audiences.

“On behalf of His Excellency the President, I extend heartfelt gratitude to Africell and Pelumi for showcasing the vibrant spirit of Sierra Leone. This creative collaboration helps the world see our country in a new light,” Tunis said.

Africell has also worked on other local content projects, including You Sabi Salone. The company continues to invest in creative storytelling, local content development and cultural promotion.