The inspiring stories of Nigerian women navigating daily challenges in Lagos have been brought to life through a powerful new film project sponsored by Reaktor Energy Drink. Titled "Push & Start: The Real Hustle," the project combines a fictional short film with a documentary, both screened at an exclusive event held at Ebony Life Place.
The November 18, 2025 premiere was organized by Planet Bottling Company, giving journalists an early glimpse into the brand's latest cultural initiative. The project represents Reaktor's strategic effort to align its identity with Nigeria's enduring spirit of perseverance and determination.
Two Perspectives on Nigerian Resilience
The screening featured two distinct productions that together paint a comprehensive picture of contemporary Nigerian womanhood. The fictional component, "Push & Start," follows 25-year-old Folake, a tricycle driver with ambitious dreams of studying Mechanical Engineering abroad.
When a racing competition emerges at her park, Folake sees it as her potential escape route from the limitations of her daily routine. Director Ashimedua Odiachi explained to The Guardian that the story was specifically chosen to highlight young Nigerians navigating demanding urban environments while pursuing better opportunities.
"Why not someone doing something in a space we've never seen before?" Odiachi questioned, emphasizing the importance of showcasing unconventional narratives. She added that filming in public spaces presented significant challenges due to Lagos's notoriously unpredictable traffic and crowds.
The short film stars Ebunoluwa Oluwarinu in the lead role of Folake, supported by performances from Nonso Ekemezie, Oluwasijibomi Joshua, Ifeoluwa Faleye, and Gold Ikponmwosa.
Real Women, Real Struggles
The companion documentary, "Push & Start: The Real Hustle," shifts from fiction to reality, following three actual Lagos women – Jecinta Ohizu, Beatrice Odene, and Shade Erujeje – who work as tricycle drivers while supporting their families.
Shot primarily around the busy Ikotun axis, the documentary provides an intimate look at their daily routines, road hazards, and the social pressures they face operating in a male-dominated transportation sector.
Director Zorah Callistus emphasized that selecting subjects with authentic lived experience was central to the project's mission. The production team deliberately avoided staged performances, instead capturing genuine moments that reflect the real challenges women face in this unconventional profession.
Brand Alignment with Nigerian Spirit
Franklyn Eluagu, Marketing Communications Manager at Planet Bottling Company, stated that the films reflect Reaktor's intention to celebrate Nigerians who consistently "push their limits" despite economic hardships. He added that the brand aims to position itself as a partner to those working tirelessly to improve their circumstances.
Marketing Director Naji Awada echoed this perspective, noting that motivation has become essential during a period marked by rising living costs. "We all need that motivation. We all need proper examples to see that, 'OK, I can do it. I can push myself,'" he explained.
Awada further emphasized the company's sense of responsibility toward its consumers: "As a brand, we feel it's our responsibility to take care of them."
Producer Bemigho Nadia revealed that the project was inspired by the brand's tagline and its focus on resilience. She observed that Lagos creatives, much like the women featured in the films, often juggle multiple roles to remain afloat, making their stories representative of the wider population's experience.
Planet Bottling Company, which produces Reaktor at its plant in Ogun State, has committed to continuing its support for storytelling initiatives that reflect consumer experiences while expanding its beverage portfolio across the Nigerian market.
