India is advocating for a commercial film partnership with Nigeria, urging Bollywood and Nollywood to transition from cultural exchanges to joint productions, cross-border investments, and shared market access.
Speaking at a Media Meet Press Briefing and Dine-in Dinner put up by the India High Commission to interact with the Diplomatic Correspondents’ Association of Nigeria (DICAN), the Indian High Commissioner to Nigeria, Abhishek Singh, highlighted the creative economy as a key frontier for expanding bilateral commercial relations.
“I think it’s an idea whose time has come,” High Commissioner Singh stated, noting that Indian filmmakers could utilize Nigeria as a production destination while casting Nigerian actors in Indian-backed projects.
He said, the arrangement would open avenues for Nigerian filmmakers and talent within India’s entertainment ecosystem.
The initiative comes as India and Nigeria broaden a trade and investment portfolio that spans healthcare, energy, pharmaceuticals, defense, agriculture, technology, and culture.
High Commissioner Singh noted that film could serve as another major engine of economic cooperation between the two nations, leveraging the economic power of both film hubs.
He revealed that several Nigerian film producer and actor associations have engaged in ongoing discussions with the High Commission to develop concrete frameworks for collaboration.
Pointing to proof-of-concept ventures, the envoy cited the work of Nigeria-based Indian filmmaker Hamisha Daryani Ahuja, director and producer of Namaste Wahala, a cross-cultural film featuring a joint Indian and Nigerian cast and crew.
High Commissioner Singh emphasized that such projects prove the relationship is shifting from passive audience consumption to a commercially driven co-production model.
The proposed partnership aims to position Nigeria as a regional hub for Indian filmmakers seeking African locations, stories, and talent, while offering Nollywood access to India’s massive domestic market.
The commercial drive taps into two of the world’s largest film industries by output, both yielding significant financial footprints:
Nigeria (Nollywood): The Nigerian media and entertainment sector contributes over ₦1.97 trillion (~$1.4 billion) to Nigeria’s GDP, with local box office revenues topping ₦5 billion in the first half of 2024 alone.
International streaming investments are surging as well, with platforms like Netflix deploying over $23 million into localized Nigerian content creation.
India (Bollywood & Indian Cinema): The Indian film market ranks among the highest grossing globally, generating multi-billion dollar annual box office revenues—providing Nollywood direct access to a massive paid viewing audience.
Notable Cross-Cultural Joint Productions are, Namaste Wahala (2020/2021): Directed by Hamisha Daryani Ahuja, this romantic comedy stands as the major breakout Nollywood-Bollywood crossover.
It stars Indian actor Ruslaan Mumtaz alongside Nigerian lead Ini Dima-Okojie, featuring veteran Nollywood stars Richard Mofe-Damijo (RMD) and Joke Silva.
J.U.D.E. (2017): Cited as one of the early pioneering co-productions bridging Nigerian and Indian filmmaking talent.
Postcards (2024 Series): Also created by Hamisha Daryani Ahuja, this multi-part cross-cultural drama series filmed between Lagos and Mumbai brought together prominent Nigerian actors, including Sola Sobowale and Richard Mofe-Damijo, alongside Indian cast members.
