As Part of 25th Anniversary Celebrations
By: Fatou Krubally
A wave of national pride swept across the country this week as Africell Gambia unveiled “A Week in The Gambia”, a captivating documentary series celebrating the country’s culture, people, and traditions.
The production forms part of Africell’s 25th anniversary celebrations, marking the company’s long-standing presence and impact in The Gambia.
As part of commemorating 25 years of operations in The Gambia, Africell chose to celebrate not just its growth as a telecommunications provider but also the spirit of the Gambian people. A Week in The Gambia is a cultural tribute launched in that spirit, offering both locals and international audiences a powerful glimpse into the country’s heritage.
Africell, one of the country’s leading telecommunications providers, commissioned the series to shine a light on Gambian life from traditional music and storytelling to food, fashion, and the customs that shape the nation’s identity.
British-Nigerian content creator Pelumi Nubi, best known as the first woman to drive solo from London to Lagos, led the production. She worked closely with local communities to capture authentic, everyday experiences highlighting the unsung heroes who contribute to the richness of Gambian society.
“My heart is so full,” Nubi shared during the launch. “People have travelled from far and near to see this series. The feedback has been incredible. Locals have even told me they hadn’t seen some of the places I featured and that’s exactly the purpose: to bring light to the unseen.”
The documentary has already made a strong impression, stirring emotions and sparking conversations among viewers.
Nubi expressed her gratitude to Gambians for their hospitality and shared her commitment to continue telling African stories with authenticity and pride.
“I want to keep doing this across the continent. Gambia and Sierra Leone are just the beginning. This is my life’s work adventuring, stepping out of my comfort zone, and changing the narrative about Africa,” she said.
Africell’s CEO Hussein Daib Ghanem echoed that sentiment, commending the impact of the series and the collaboration it fostered between communities and the content team.
“This documentary is not just a film,” he said. “It’s a love letter to Gambia, its fishermen, rangers, artists, entrepreneurs. These are the everyday heroes we are proud to uplift.”
Tourism minister Hon. Abdoulie Jobe also praised Africell’s efforts in promoting the country’s cultural landmarks.
“Africell’s commitment to this project comes from the heart. They are not only connecting people through networks, but through storytelling.”
Gambian music sensation Jizzle joined the celebration, lauding Nubi’s work as “eye-catching” and “deeply inspiring.”
“Watching Pelumi showcase Gambia to the world filled me with joy,” he said. “She did an amazing job. I’m proud to be Gambian. This is our time.”
Africell, which has been a major player in the nation’s telecom industry since the early 2000s, operates across several African countries. Its services include voice, data, SMS, and mobile money. The company says it views initiatives like A Week in The Gambia as part of its broader mission to empower and connect communities.
As part of its 25th anniversary celebrations, Africell has used A Week in The Gambia to spotlight the soul of the nation its people, culture, and daily life. Through the lens of Pelumi Nubi and the support of Africell, the world is being invited to experience The Gambia in a way never seen before.