A series of campaigns over two years: holiday, summer and product activations. A media mix of TV, digital, OOH and radio rebuilt for each campaign objective, with coverage beyond Dushanbe.
Coca-Cola in Tajikistan is not a series of isolated bursts but a continuous presence: holiday campaigns for Navruz and New Year, summer platforms, a FIFA World Cup tie-in, product and promo campaigns. The agency job here is wider than placing ads: keep the brand visible in its category all year round, work around a chronic shortage of national TV inventory, reach beyond Dushanbe, and report back to the regional office after every campaign in the same format as neighbouring markets.
We run the brand as a calendar, not as a set of orders. Each campaign is planned against its own objective — awareness, engagement or consideration — and gets its own media mix structure. On TV we work mostly with short copies, because when inventory is tight a short spot clears a break where a long one does not. In digital we separate three mechanics: programmatic for contact volume, online video for completion, social and influencers for engagement. In OOH we go beyond the two planned cities in almost every campaign and add districts of the Sughd and Khatlon regions, where cost per contact is a multiple lower than in the capital. And separately we negotiate bonus placements that are not in the media plan.
Over two years we ran a series of campaigns: the Share a Coke summer platform, Navruz in 2025 and 2026, New Year, a promo campaign, a product campaign and a FIFA World Cup activation. Between the peaks the brand never left the air — which kept it visible in the category all year, not only in holiday weeks.
National TV in Tajikistan regularly limits inventory and changes placement terms. We answer with spot length: where the objective is reach we use a short copy and buy more spots for the same weight. Where emotion is needed — on holiday campaigns — we do the opposite and give most of the minutes to the long version.
Programmatic carries contact volume, online video carries completion, social and influencers carry engagement. Keeping them separate stops the objectives from blurring inside one budget: each tool is judged on its own metric, and it is clear which one actually worked.
In almost every campaign actual coverage is wider than planned. We go into the cities and districts of the Sughd and Khatlon regions, where cost per contact is lower than in the capital, and add LED screens and media façades in Dushanbe. For the brand that is geography a standard capital-only plan does not cover.
We regularly negotiate placements beyond what is paid for: a bonus radio project where the host called out names from Share a Coke labels, radio sponsorship on holiday campaigns, TV host congratulations for Navruz. For the client that is extra campaign weight at no increase in the estimate.
For every campaign we produce a post-campaign report in the regional office format: plan versus actual by channel, competitive activity, conclusions in start / stop / continue logic. Where there was an underdelivery it is recorded with its cause — a cut in the number of national TV channels, for example. The client sees the real picture, not only the lines that beat plan.
Continuous brand presence on air and in OOH across two years. A media mix rebuilt for each campaign objective rather than copied from the previous one. Geography wider than the capital, reaching the Sughd and Khatlon regions. Extra campaign weight from bonus placements beyond the paid media plan. Campaign performance figures are not published.
Tell us about it — we’ll suggest the format and scope of work.
Bringing a payment method nobody in the country had used yet to market: TV, digital, LED screens and indoor, 18 Tajik-language creatives and a communication broken into seven barriers rather than one slogan.
Two seasons on the same logic: TV holds brand awareness, digital builds frequency and contact quality, OOH grows the geography from two cities to seven.
We use cookies for analytics and to improve the site. Learn more