EbonyLife and CIG Motors are bringing entertainment and automotive luxury together through a partnership supporting the upcoming Nigerian film, The Secret Lives of Baba Segi’s Wives, as reported by BusinessDay. The collaboration builds on an existing alliance between the two brands, which was established to integrate CIG Motors’ vehicles into EbonyLife productions, premieres and branded experiences. It also includes an annual luxury electric vehicle giveaway for members of EbonyLife ON Plus, adding a consumer engagement dimension to the partnership. The latest activation comes ahead of the film’s African premiere scheduled for November 29, 2026, as both brands seek to extend the production’s reach beyond the cinema experience.
The partnership reflects a growing commercial model in which entertainment properties provide platforms for brands to connect with audiences through storytelling, product placement and experiential campaigns. For CIG Motors, the collaboration offers visibility for its automotive portfolio, while EbonyLife gains an opportunity to connect its film and lifestyle audience with a wider range of brand experiences. The car giveaway is part of the broader partnership, although specific details concerning the vehicle, eligibility requirements and participation process should be confirmed through the companies’ official announcements.
Produced by EbonyLife Films and directed by Daniel Oriahi, The Secret Lives of Baba Segi’s Wives is adapted from Lola Shoneyin’s acclaimed novel. The film centres on a wealthy Yoruba patriarch whose household is unsettled by the arrival of his educated fourth wife, Bolanle, exposing tensions around marriage, fertility, power and long-kept family secrets. Its cast includes Odunlade Adekola, Omowunmi Dada, Iyabo Ojo, Mercy Aigbe and Bimbo Ademoye. Following international festival appearances, the production is preparing for its African premiere in Lagos on November 29, ahead of its nationwide Nigerian cinema release on December 4, 2026.
