Reclaiming The Narrative: How Shaka Ilembe Is Transforming African Storytelling
As Shaka rises to the throne in the highly anticipated second season of Shaka iLembe, so does a new era of authentic African storytelling, one told by and for Africans. Within the local media and PR landscape, this moment marks a move towards reclaiming and owning our narratives, proving that cultural authenticity can lead to commercial success.
The launch of the new season was one for the books, highlighting Zulu heritage and culture in all its grandeur. It was more than just a season premiere; it was a cultural milestone, one that reaffirmed heritage and reintroduced the epic tale of the legendary king who united the Zulu nation, to a new generation.
The premiere launch took place on Thursday evening at Monte Casino, distinguished by a dazzling gold carpet affair. It was attended by celebrities, including Nomzamo Mbatha, Wiseman Ncube, Zozibini Tunzi, and King Misuzulu Zwelithini, along with his wife Nomzamo Yeni. All guests arrived adorned in “Africa Royalty” attire, honoring the regal elegance of the Zulu Kingdom. DSTV also announced that the new season would follow Shaka’s transition from a warrior to a ruler.
Every element, from the African royalty to the presence of Zulu royalty, was carefully curated to reflect and extend the show’s central mission: to honor and preserve Zulu heritage through truthful, authentic, and respectful storytelling. The result was not just awareness, but it created a lasting impression on both the audiences and the media.
Narrative-Driven PR & Marketing
The show’s marketing and PR did not operate on the show’s sidelines. Each tactic and strategy was woven into the narrative and pushed its mission forward. From the announcement of season 2 to the premiere aesthetics, the message remained consistent.
PR & Marketing Strategies
1. The cast as historical vessels
In this campaign rollout, the actors were not just portraying characters in the story, but positioned as bearers or vessels of history. Through media interviews, they shared spiritual moments during shooting, personal reflections and provided insights on their characters. This approach is a parallel of traditional South African oral storytelling, where stories of our history are passed down through generations through lived experience. This reminds us that media can do more than entertain, but it can also educate.
2. Exclusive screenings
Exclusivity sparks organic word-of-mouth marketing. The PR team for the campaign knew this well by offering an exclusive screening of episode one to select individuals. Along with introductions to new characters and teasers of a few major plotlines. These actions boosted the show’s buzz, generated publicity, and media coverage. It showcased that exclusivity does not limit reach but rather multiplies it through earned media.
3. Strategic Timing
Timing is everything in PR, and the Shaka iLembe team understood this well. The premiere of the show was set during the weekend of Father’s Day, aligning well with the themes highlighted in the show. These are themes of legacy, lineages, and parental influence, ones that many fathers resonate with, since they are core to many South African households.
4. Endorsement of the royal family
The presence of King Misuzulu kaZwelithini added credibility and legitimacy to the show. It showcased that the show had been approved, supported, and endorsed by the royal family. This action elevated the premiere from a regular premiere to a cultural and national moment. For local PR practitioners, it highlighted how important stakeholder buy-in is, especially when dealing with culturally significant content.
5. African Royalty Theme
The “African Royalty” theme was a form of visual storytelling, one that sparked media coverage and conversations across platforms. The cast adorned themselves in African attire, reflecting the elegance of African fashion and style. Especially, one of the executive producers and lead star, Nomzamo Mbatha, who was dressed in Gert-Johan Cotzee’s ensemble, adorned with over 10000 beads and 1000 cowrie shells. This showcased that the premiere was not just a celebration of the new season, but also a celebration of the richness in African fashion heritage.
Setting the Bar for Excellence
Shaka iLembe has set up a standard for African excellence, showing what’s possible when Africans tell their own stories. With 3.6 million viewers across South Africa and the continent for season 1, its success proves that cultural authenticity in storytelling resonates. The show features accurate depictions of Zulu culture, using isiZulu unapologetically, and was developed in consultation with cultural advisors and the royal family. The outcome is a fresh, visually rich take on King Shaka’s story, created for the new generation without compromising tradition.
What this means for Storytelling in South Africa
The success of Shaka iLembe has accelerated a shift in South African storytelling. In a country rich in diverse cultures, dialects, and untold stories, the show showcased an appetite for stories that are rooted in local truth. It has opened doors for other stories to be told authentically, like Rhythm World Productions’ Queen Modjadji, which also continued momentum on the movement of culturally authentic stories.
Much like our ancestors, Shaka iLembe passes down the storytelling torch to the new generation. One ready to shape how Africa is seen and heard by the world.
At Coral Communications, we help brands and cultural projects craft campaigns that are locally grounded and globally relevant.