The Real BOSS!

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".

Проблема

In Uzbekistan, modern comfort was long perceived as a privilege only for the “hojayeens” — the bosses. Even after 2016, 84% of people still preferred bazaars, believing supermarkets were not “for them.”

Решение

Korzinka, the country’s largest supermarket chain, set out to change this perception. With a campaign led by its founder, we redefined who the real “Xo’jayin” is: every shopper. From TV commercials to public statements, from little girls with carts to taxi drivers choosing fruit — everyone became a “Xo’jayin” at Korzinka. To prove it further, we even transported bazaar visitors in business-class cars, giving them the same comfort usually reserved for bosses.

Результаты

The campaign reshaped public perception: comfort was no longer seen as a luxury for a few, but as a normal part of everyday shopping. Even competitors’ customers recognized that at Korzinka, every customer is the “Xo’jayin.”