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The Central Asia & CIS region offers vast opportunities, however, to effectively engage with audiences, brands must strategically navigate each individual market’s distinct characteristics and media landscapes. With great cultural diversity and unique languages, brands need to move beyond stereotypes and embrace local nuances. In this interview, Lina Shurkevich, managing director, Central Asia & CIS at Action Global Communications, shares insights on leveraging localised marketing strategies and cultural understanding to make a significant impact.

Action Global Communications has long prided itself on providing locally and culturally relevant communications and marketing solutions with global capabilities. In the vast region of Central Asia and the CIS, how do you ensure a deep understanding of local audiences, and how does this expertise translate into effective strategies for our clients?

L.S.: Action has been present in the region since 2002. For more than 20 years, we have been providing services to multinational companies with no presence in the market, global companies with on-the-ground offices, as well as to local companies of different sizes and industries. Servicing these clients always requires a tailored approach with a thorough understanding of the target audience, the selected markets, and the overall objectives of the campaigns. The foundation of our approach is the hub team with a deep knowledge of best global practices, combined with the local teams’ comprehension and support.

In the culturally diverse region of Central Asia and the CIS, what are the fundamental communication and marketing tactics that can assist brands in engaging local audiences and building meaningful connections?

L.S.: Localisation and cultural understanding are crucial in Central Asia & the CIS. Central Asian countries boast great cultural diversity with unique aspects and languages. In fact, languages always require special attention, not only because we, as an agency, deal with content.

There is often a stereotype that the whole region speaks Russian, and therefore it is unnecessary for brands to develop content in local languages. While in some countries Russian is indeed still known and used by many, the volume of content in the region’s respective local languages is on the rise.
In Kazakhstan, for example, the government has implemented a language policy aiming to increase the ratio of Kazakh language TV programmes to 84% by 2029, up from the current 70%. Consequently, the use of the Kazakh language during international events, both in Kazakhstan and abroad, is set to rise to 75% from the current 52% within the same timeframe.

This development is a prime example of why we advise our clients to have bilingual communication material, at least in English or Russian and, of course, in the respective local language. The youth in several countries have a solid knowledge of English, with Uzbekistan being a great example of this.

Over the past few years, the region has garnered increased attention from international brands actively seeking to enter Central Asia & CIS or strengthen their footprint in these countries. How has this heightened interest from global brands shaped the communications and marketing landscape?

L.S.: Central Asia’s strategic location as a transit point for goods moving between Asia and Europe enhances its significance in global trade networks. Throughout 2023, Central Asia actively engaged in diplomatic dialogues with key global players, including China, the European Union, the US, Germany, and the GCC. These meetings between external actors and Central Asian countries highlight the international community’s increasing interest in the region. Looking ahead to 2024-2025, it is anticipated that this development will not only continue but potentially expand into new formats.

Based on our experience at Action, we have seen a growing interest from international companies seeking promotion in Central Asia. For example, we developed and implemented a social media campaign along with various influencer engagement activities for the smart mobile phone brand Honor in Kazakhstan. We ran a campaign for solar energy innovator TrinaSolar in Uzbekistan, and we have been supporting the communications and marketing activities of Chinese vehicle manufacturer Jetour in both Kazakhstan and Uzbekistan. Additionally, interest from the entire region in Dubai as a tourism destination, one of our long-standing clients, remains on the rise.

Recently, we supported the launch of AirAsia X in Kazakhstan with great success, underscoring the growing interest from Southeast Asia in Central Asia.

For brands aiming to establish meaningful partnerships in the region, what key considerations should they bear in mind?

L.S.: In Central Asia, the instruments we use are still the same as in the rest of the world; however, there are some specifics that brands should be aware of to market their products and services efficiently. For example, influencer marketing is an essential tool in the region. In fact, according to our “Media Navigator by Action” research, which looked into media consumption trends and trust dynamics in several countries where Action operates, 81% of respondents in Kazakhstan admitted that they form an opinion about a product or service based on recommendations from influencers.

In Uzbekistan, where the average age of the population is 29 years old, the most downloaded messenger application is Telegram, with almost 18 million users. Consequently, Telegram has established itself as a platform where most of the online life of an Uzbek citizen is concentrated; this is where they read news, order goods, conduct business correspondence, communicate with relatives and friends, and more. In the country, Telegram is synonymous with the Internet, and in some regions, it is the main source of information, whether it comes to reading the main news or getting insights from local brands.

What are the top 3 emerging trends that brands aspiring to enter Central Asia & CIS or keen on regional growth should not overlook?

L.S.: Firstly, it is crucial to find a marketing partner with an integrated approach and deep knowledge of local specifics, not only to help enter the market but also to build a long-term marketing strategy.
Secondly, it is important to remember that Central Asia is a region where each country has its own traditions and language. The agency must have a deep understanding of the culture and the respective specifics of each market. It is also vital to collaborate with local key opinion leaders to effectively deliver brand messages.
Finally, brands need to bear in mind that media consumption varies significantly across the region. For example, Kazakhstan stands out from other Central Asian countries due to the high level of trust in information shared on social media, whereas Uzbekistan is a TV-oriented market with a growing digital presence.