Freetown, 14 April 2025– SLENA)—Africell, one of Africa’s leading telecommunications companies, celebrated its 25th anniversary on Sunday, 14 April 2025, with the premiere of the documentary “A Week in Sierra Leone with Pelumi” at the Golden Beach Cinema, Lumley Road, Freetown. The dual celebration marked a significant milestone in Africell’s journey and continued contribution to Sierra Leone’s development and cultural promotion.
Founded in 1999, Africell has revolutionised the telecommunications landscape across Africa, particularly in Sierra Leone, where it has become a household name in mobile communication and internet access. Over the years, the company has consistently evolved to meet customer demands, contributing to national development through employment creation, connectivity, and impactful community initiatives.
A Celebration of Hope, Culture, and Connectivity
Delivering a keynote on behalf of His Excellency President Dr. Julius Maada Bio, the Minister of Tourism and Cultural Affairs, Hon. Nabeela Tunis, described the celebration as a week of “hope and renewal.” She praised Pelumi’s documentary as a visual testament to Sierra Leone’s cultural vibrancy and resilience, beautifully aligned with the 2025 national theme: “The Year of Ecotourism – Connecting Culture, Conservation, and Communities.”
“On behalf of the President, I extend heartfelt gratitude to Africell and Pelumi for embarking on this journey with open eyes and hearts. This documentary showcases the vibrant spirit of Sierra Leone,” she added.
Documentary Premiere: A Week in Sierra Leone with Pelumi
The featured documentary, “A Week in Sierra Leone with Pelumi,” explores the country’s rich culture, daily life, and technological advancement. It highlights the role Africell has played in promoting connectivity and development, while also showcasing Sierra Leone’s art, traditions, and landscapes through the lens of Pelumi, a storyteller and content creator.
Partners in Promotion of Local Content
Ambassador Junior Navo, CEO of Africa Young Voices (AYV), expressed his appreciation for participating in the launch. He applauded Africell and the Ministry of Tourism for their dedication to promoting Sierra Leone.
“Sierra Leone is now the third African country to be featured on DStv—this is a result of teamwork and commitment to promoting our local content beyond the region,” he said. Ambassador Navo pledged AYV’s continued support in promoting Sierra Leone’s cultural heritage.
Africell Reaffirms Commitment to Sierra Leone
Africell CEO, Shadi Al-Gerjawi, emphasised the company’s mission to elevate Sierra Leone on the global stage through innovative content. He recalled initiatives such as “You Sabi Salone”, which, like Pelumi’s work, aimed to highlight Sierra Leone’s hidden gems.
“These projects are not for commercial gain,” he stressed, “but to promote Sierra Leone’s image internationally.” He extended appreciation to the Ministry of Tourism for their unwavering partnership.
Spotlight on Local Content and Fashion
Madam Wokie, renowned fashion designer and Director of Local Content, also commended Africell for 25 years of service. She noted that the documentary underscores the importance of telecommunications in national development and preserving Sierra Leone’s cultural identity.
Correspondent: Joel Foday Dumbuya
