itel, a leading African brand known for affordable smartphones and accessories, officially signed Nigerian lifestyle influencer Priscilla Ojo Mkambala as its Key Opinion Leader (KOL) and brand influencer during a ceremony in Lagos. The partnership aims to deepen itel’s connection with Gen Z and millennial consumers, leveraging Priscilla’s vibrant online presence to promote accessible technology.
Priscilla, a 24-year-old actress and fashion entrepreneur with over 2 million Instagram followers, embodies itel’s values of innovation, accessibility, and youthful energy. Known for her roles in Nollywood and her fashion brand, she resonates with Nigeria’s 70 million smartphone users, 60% of whom prioritize stylish, budget-friendly devices.
The partnership includes campaigns showcasing itel’s A and S series smartphones, priced between ₦80,000 and ₦150,000, and accessories like the itel AI Buds, launched in May 2025. Priscilla will feature in nationwide activations, including campus tours and a planned reality show, “itel Lifestyle Challenge,” set for August 2025.
itel, holding a 15% share of Nigeria’s $2 billion electronics market, targets 500,000 new customers through this collaboration, building on its 2024 sales of 2 million units. The brand’s focus on affordability aligns with Nigeria’s 33% unemployment rate, where 70% of youth seek cost-effective tech. Priscilla’s campaigns will highlight features like 48MP cameras and 5000mAh batteries, competing with brands like Tecno and Infinix. The partnership also includes CSR initiatives, with itel donating 1,000 phones to rural schools, amplifying Priscilla’s advocacy for education.
Challenges include Nigeria’s 25% import duties, raising device costs, and 43.7% broadband penetration limiting digital campaign reach. itel plans to counter this with offline events in 20 cities and partnerships with MTN for data bundles. The signing reflects itel’s strategy to capture Nigeria’s 40 million Gen Z demographic, with early projections estimating a 10% sales boost by Q4 2025. Priscilla’s authentic engagement, free of prior brand controversies, positions her as a key driver in itel’s quest to remain Africa’s top value-driven tech brand.