Total
Advertising
Group
TAG
Challenge:
Olainpharm tasked TAG with ensuring the Olainpharm brand had a large presence on Tajik television and effectively reaching its key audience—women aged 25–55.
The challenge wasn't simply delivering the planned volume of placements, but rather squeezing the maximum amount of high-quality audience interactions out of each advertising opportunity within the approved budget. For a pharmaceutical brand in the competitive pharmacy category, this meant carefully selecting channels, carefully planning the frequency of interactions, and constantly monitoring the effectiveness of the broadcast.
Insight/Strategy:
We assumed that TV advertising reach is built not by a single leading channel, but by a well-balanced mix: different channels reach different audiences, and overall reach grows precisely through diversification of presence.
Therefore, the strategy was based on distributing the budget across eight television channels—this allowed us to reach different segments of the female audience aged 25–55 and avoid being reliant on a single broadcast window. The second principle was daily monitoring: we didn't simply post videos according to plan, but rather verified the actual airtime, timing, and budget utilization rate every day, ensuring we could immediately seize any opportunity to secure more airtime for the client under the same conditions.
Activation:
The campaign ran for 51 days, from April to May 2026, on 8 national television channels in Tajikistan.
01 · Multi-channel purchasing
The placement was distributed across eight channels to reach different audience segments and increase the campaign's overall reach among women aged 25–55.
02 · Daily ether control
The TAG team monitored actual airtimes, video durations, and budget metrics daily. On some channels, instead of the planned 15-second videos, 20-second ones were actually airing. We recorded and capitalized on this, earning the client bonus airtime at no additional cost.
03 · Precise budget discipline
The campaign was implemented almost exactly according to the media plan—the actual budget deviation from the planned budget was only -1.1%, and the actual airtime volume exceeded the plan by +4%.
Result:
In just two months, the OlainFarm brand has gained a significant presence in the Tajikistan TV market:
The budget was spent with a deviation of only -1.1% from the plan - the campaign went almost exactly according to the media plan.
The actual volume of ether exceeded the plan by +4% — the brand gained additional airtime presence without increasing costs.
The main contribution to contact with the target audience was provided by two channels: TV Safina and Sinamo TV: in total, they accounted for about 43% total volume of campaign contacts (TRP) for Zh25–55.
Result: without increasing the budget, we increased the result — more reach, more contacts, the same invested resources.