Awards International — 2025 /
STRATEGY /
Creative Strategy
Agency
605 Agency
Client
Korzinka
Description
In Uzbekistan, comfort was long seen as a privilege for the “Xo'jayin”s — the bosses. Even today, 84% of people shop at bazaars, believing supermarkets aren’t for them.
Korzinka, the country’s largest supermarket chain, set out to change this perception. With its founder leading the campaign, we redefined who the real “Xo'jayin” is: every shopper. A little girl with a cart, a taxi driver picking fruit, a grandmother receiving help — all became our "Xo'jayin"s.
From TV to bazaars we proved that comfort belongs to everyone. Even transporting people from bazars to Korzinka in business-class cars we clearly showed that at Korzinka, every customer is the "Xo'jayin".
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