NINETNINE, the disruptive content provider to digital and media platforms, has announced that leading entertainment TV channel Nessma TV, has launched a special Ramadan TV show ‘’Koujinetna Haka by Samia’’ designed for the North African diaspora in France. NINETNINE produced the 30-episode culinary show, which will be aired on prime time, in collaboration with Samia, the renowned French ethnic brand. The series showcases traditional and modern flavours and recipes deeply rooted in cultural heritage.
This initiative creates new ways for brands to engage with audiences by integrating products into compelling content. By featuring Samia’s range of produce, the show highlights the richness of North African cuisine while offering viewers an immersive cultural experience during Ramadan.
Nessma TV says the partnership is rooted in impactful storytelling. “This collaboration highlights Nessma’s commitment to delivering high-quality and culturally relevant content to our audiences in France, says Sana Kallel, Deputy Director General at Nessma TV. Through strategic partnerships, we continue to innovate and bring unique content experiences that resonate with our viewers, particularly during a culturally significant time like Ramadan.”
By blending entertainment with brand integration, the initiative showcases a creative approach to content-driven engagement. “We believe in the power of storytelling to drive brand connection,” adds Samir and Adel, Co-Founders of NINETNINE, the media distributor facilitating this collaboration. “The project is a great example of how brands, broadcasters, and digital media can collaborate to craft compelling narratives that enhance brand recognition, and customer engagement.”
For Samia, the partnership also presents an opportunity to reach its core audience in an authentic and engaging manner. “We’re thrilled with this initiative, as it allows us to showcase Samia’s products in a way that truly resonates with our consumers,” said the Director of Marketing at Samia. “Ramadan is a pivotal time and this TV show provides an ideal platform to connect with our audience through recipes and traditions they cherish. This initiative aligns perfectly with our mission to celebrate and promote authentic North African cuisine.”
The collaboration underscores the evolving landscape of brand partnerships in entertainment, highlighting innovative ways to engage audiences beyond traditional advertising. With its extensive portfolio of channels and content providers, NINETNINE plays a crucial role in bridging the gap between brands and content creators, enabling them to craft meaningful and high-impact campaigns. By merging creativity, strategic distribution, and deep market expertise, NINETNINE continues to facilitate dynamic collaborations that reshape brand engagement in media.
