Diallo Entertainment awarded Zain account for Niger


Zain a leading global mobile telecommunications company across the African continent and the Middle East, has once again commissioned the services of the South African based TV production company, Diallo Entertainment to develop a concept for a branded entertainment television show in Niger.

In partnership with production company Launch Factory, the 13 part series was successfully rolled out in Zambia under the title Touching Lives and will soon be in production in Ghana. Launch Factory will again work in partnership with Diallo to produce the show for the Niger market.

Apart from developing the concept, Diallo’s role has been to also develop the advertising and communication elements to build awareness for the show in the respective markets. The Niger television show aptly titled Imani, a Hausa word meaning compassion, is about creating a platform where ordinary men and women in need of a helping hand have a chance to fulfill their lifelong dreams. The name of the show was adapted from Touching Lives to Imani to make it relevant and resonate with the Nigerian market.

This engaging and emotional show will chronicle the recipients’ exceptional stories and Zain’s commitment to making their dreams a reality. Although the show aims to better and improve the lives of these people, it is not a ‘hand out’ show but rather provides support to those who are already making strides towards bettering their lives.

“Advertising and content are moving closer as the pressure for brands to entertain increases. Our objective was to develop an innovative property that engages and connects the brand with the consumer using the mass medium of televison”, says Diallo Entertainment Managing Director, Lefeedi Maja. “The Imani series resonates with Zain’s positioning of ‘A wonderful world’. Our role is to ensure that there is sustained synergy between the core values of the brand and the branded content we develop, whilst building brand equity” she concludes.

Although the branded content market across the African continent is still at its early stages, the commitment and foresight shown by key players such as Zain, is testament to the emerging role that this property has to play in the industry.