The Nabeghlavi brand entered the Uzbekistan market with a challenge that cannot be solved through template advertising: not just to talk about water, but to embed it into everyday choice — to make it part of the habits of an active urban audience.
We were faced with a complex task:
to increase brand awareness in Tashkent, build trust through recommendations, integrate the product into real-life consumer scenarios, and establish a strong association with quality, health benefits, and a modern lifestyle.
Jobs to Be Done
Our focus was not on where or with whom the brand would appear, but on at what moment in life it should be present.
The goal was to demonstrate Nabeghlavi’s presence in key everyday situations through a lived, authentic experience.
We deliberately moved away from traditional advertising integrations. Instead of placing the brand “with influencers,” we embedded Nabeghlavi into life moments where habitual choices are formed for Tashkent’s urban audience.
The brand appeared in roles and contexts people experience daily:
movement, the body, food, aesthetics, and self-care.
The content looked like real life rather than advertising:
“my day,” “my ritual,” “how I choose.”
We transferred the brand into physical experiences — workouts, festivals, workshops, wellness events — where the water could be experienced, not just seen. Each activity worked toward habit formation: repetition, recognition, and accumulated meaning.
Results
- 24 collaborations with Uzbekistan-based influencers
- 7 influencer categories (lifestyle, fitness, wellness, food, aesthetics, urban life)
- 745,889 — total reach of influencer content
- 239,042 — reach of offline activities in Tashkent
- 1,759,852 — reach across the brand’s social media channels
- Additional outcomesan active local community formed around the brand,
- increased trust driven by expert and lifestyle recommendations,
- a steady flow of user-generated and branded content,
- the brand became associated not simply with water, but with an urban lifestyle.
Conclusion
We helped Nabeghlavi secure a sustainable place in the lives of Uzbekistan’s audience by addressing their real Jobs — from trust and tangible benefits to a sense of belonging within a modern urban lifestyle.
We create outcomes,
not busywork.
not busywork.
