Continuous TV presence for four Orimi brands in Tajikistan: five channels, 100% first position in the ad break and 350 minutes of airtime secured above plan over five months.
Orimi Trade is one of the largest tea and coffee producers in the CIS. In Tajikistan its brands Tess, Jardin, Jockey and Princess Noori compete in a category where the decision is made at the shelf and brand awareness is built by television. The brief sounded simple and demanded discipline: keep four brands continuously on Tajik TV, with flawless paperwork and a guarantee that every paid spot actually aired — at the booked time, in the booked position and at the booked duration.
In TV advertising money is not lost at the buying stage but after it: some spots air in the wrong break, some never air at all, and without your own verification the client never finds out. We built the work around three principles. First, a seasonal media plan: each of the four brands has its own flight calendar tied to demand. Second, contact quality: 60% of weight in prime time and 100% of spots in first position in the break, when viewer attention is highest. Third, proof of delivery: a monthly reconciliation of broadcast certificates and monitoring data against the media plan for every channel, brand and duration, with compensation claimed for every missing minute.
Each brand got its own calendar: Tess in March, June and November; Jardin in April and October; Jockey in March and September; Princess Noori in February and May. Durations matched the task: 10 seconds to remind, 20 seconds for image spots.
We placed 60% of the weight in prime time and secured 100% of spots in first position in the ad break — the only position a viewer sees before switching channels.
Every month we matched broadcast certificates and monitoring against the media plan: channel, brand, date, time, duration. Any discrepancy was documented within the same reporting period, while it could still be recovered.
Undelivered spots were recovered as extra airtime in first position. The client received the minutes already paid for — with no negotiation and no extra cost on their side.
Between February and June 2026 the campaign ran on five channels: Safina, Tojikiston, 7 Sitora, SM-1 and Sinamo. Against a plan of 2,078 minutes the brands received 2,427 minutes of airtime — 350 minutes, or 17%, more. Of those, 396 minutes came as compensation for undelivered spots identified by our verification: 282 minutes on SM-1 and 112 minutes on 7 Sitora. The client paid nothing extra for that airtime, and all compensation spots ran in first position. Orimi Trade rated the work five out of five and renewed for a second year.
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