Bamalol aloqada!

Advertising campaign

Marketing

2024

Humans launched a new unlimited plan — Super VIP, offering endless minutes and unlimited internet.

Our task was to communicate this to people in Uzbekistan in a bright and viral way.

We based the concept on 90s retro aesthetics to immerse people in nostalgia for carefree times — when no one thought about gigabytes or paid minutes.

The lead vocalist of the band Sahar, Anvar Juraev, helped us with this. Together with his group, we recreated the intro of a classic Uzbek-style “makom” music video.

The song itself consisted of just two words: “Bemalol aloqada” — connected without worries.

The campaign turned out so effective and viral that we later expanded it into new territories: classic rock and Indian disco.

There is no design without discipline. There is no discipline without intelligence.

The Bemalol campaign was planned as a new, unconventional approach to promoting our unlimited Super VIP plan. But in addition to strongly boosting sales, the videos, as they say, “went to the people” and began living their own life: audiences demanded the song Bemalol Aloqada at Sahar’s concerts, traffic police officers sang it when they saw Anvar driving, and so on. This is a real success!

Nikita Andriyashin

Marketing Director at Humans

DREAM TEAM

Creative Director
Project Manager
Art Director
Copywriter

PARTNERS

Production

Fara Norbaev
Tatyana Sitnikova
Viktoriya Sharafutdinova
Said Nazrillaev

SHOOM Production

Узбекистан

Казахстан

г. Ташкент, ул. Садык Азимова, 52А

г. Алматы,
ул. Ботанический Сад, 22

+998 90 830 39 49

+7 707 835 20 28

new@lokals.uz

new@lokals.kz

Узбекистан

Казахстан

г. Ташкент, ул. Садык Азимова, 52А

г. Алматы,
ул. Ботанический Сад, 22

+998 90 830 39 49

+7 707 835 20 28

new@lokals.uz

new@lokals.kz

Uzbekistan

Kazakhstan

Tashkent, 52A Sadyk Azimov St.

Almaty, 22 Botanichesky Sad St.

+998 90 830 39 49

+7 707 835 20 28

new@lokals.uz

new@lokals.kz