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.
To bring the idea to life, we took our “Xo'jayin”s from bazaar to Korzinka in cars usually driven by bosses. On a hot day, they enjoyed the ride in cool, air-conditioned comfort — just like true “Xo'jayin”. This activation quickly went viral: social media lit up, and even people who hadn’t been to the bazaar were talking about how Korzinka was “bringing shoppers from the bazaar straight to the store like bosses.”