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ISHONCH Makes Care the Central Gift in Its 2022 New Year Film
"Caring is a True Gift" is a December 2022 New Year film campaign created for Uzbek household products and retail services brand ISHONCH by Tashkent agency Synthesis, built around the proposition that genuine festive happiness comes not from products purchased but from the act of caring for oneself and loved ones.
ISHONCH launched the campaign in Uzbekistan during the New Year season — a period that carries significant cultural weight in Central Asia, when family togetherness, renewal, and the gesture of gifting converge into a concentrated moment of consumer attention. Rather than anchoring the campaign to product features or promotional mechanics, Synthesis constructed a narrative in which the brand positions itself as an enabler of everyday well-being. The central message is direct: people create their own New Year's magic, and caring for the people around them is the most meaningful expression of that intent.
The campaign is classified under both the household products and retail services categories, a dual positioning that reflects ISHONCH's broader commercial footprint in Uzbekistan. The film medium was chosen deliberately, giving the creative team the narrative space to express an emotional proposition that a static format could not sustain. With a single media asset, the campaign trades reach-through-volume for depth-through-story, a structural choice that reveals the strategic ambition behind the work. The archive submission, lodged by Synthesis creative lab representative Sharipov Farrukh, was recorded on May 15, 2023, per the campaign record. Clapboard has assigned this campaign a score of 57 out of 100, reflecting competent emotional craft within a competitive seasonal category.
Uzbekistan's retail sector presents a specific set of conditions that made an emotionally led campaign both commercially logical and culturally necessary. According to researchandmarkets.com, Uzbekistan's total retail market was estimated at approximately fourteen billion dollars in 2022, with KPMG-based projections cited by the same source placing that figure at approximately nineteen point six billion dollars by 2027, representing a compound annual growth rate of around six point nine percent across that five-year window. This is a market expanding at pace, yet one where, according to euromonitor.com, traditional retail still accounted for approximately ninety percent of grocery retail value share — a structural reality that rewards brand communication rooted in familiarity, trust, and domestic life rather than digital convenience.
Within this environment, ISHONCH entered 2022 in the middle of a deliberate brand repositioning. As documented by Creative-Stories Com Ua, Synthesis led the brand away from its earlier identity as a transactional household-appliance retailer toward a culturally grounded, emotionally resonant presence. An earlier 2022 campaign titled "No, thank you", also created by Synthesis and reported by creative-stories.com.ua, had already demonstrated this directional shift — challenging social conformity and promoting personal agency among Uzbek consumers. "Caring is a True Gift" arrived later that same year as the seasonal expression of this evolved brand character, applying the same values-led logic to the high-stakes New Year retail window.
The competitive context in Uzbekistan's retail services segment includes established players operating across consumer electronics and household goods, where promotional discounting has historically dominated seasonal communication. By contrast, ISHONCH and Synthesis chose narrative over offer — a differentiated posture that positions the brand closer to purpose-led retail communication seen in mature markets, translated authentically for the Uzbekistan audience.
Synthesis constructed the "Caring is a True Gift" campaign around a single, sustained narrative idea. The film genre was not selected as a default but as a deliberate creative instrument — one capable of holding an emotional argument across time in a way that a static or social-first format cannot replicate. The work belongs to the narrative tradition in retail advertising, where the brand recedes and the human condition advances, with the product or service ecosystem implied rather than demonstrated.
The production credits for "Caring is a True Gift" are documented in the campaign record. Creative direction was led by Farrukh Sharipov of Synthesis creative lab. The broader team, as recorded in the campaign archive, included client service director Alina Mirzaeva, account manager Yulia Gerasimova, art director Tamila Mirzaeva, creative copywriter Sergey Gorobtsov, copywriter Shirin Yusopova, and designer Timur Aitov. The breadth of this credited team signals a production discipline consistent with a campaign intended to carry brand-level weight rather than function as a seasonal filler piece.
The creative proposition — that care itself is the true gift — operates on a rhetorical inversion familiar in premium retail communication globally, but applied here with specificity to the Uzbek New Year context. In Uzbekistan, New Year celebrations carry layered meaning that draws on both Soviet-era traditions and Central Asian family values, making care and domestic warmth particularly resonant anchors for a retail narrative. The campaign's copywriting, led by Gorobtsov and Yusopova, channels this cultural register through language that is direct without being sentimental, and aspirational without being transactional. The single media asset structure reinforces this economy of means: one film, one idea, sustained across a concentrated seasonal moment.
No verified performance data for "Caring is a True Gift" — including sales lift, revenue growth, market-share change, or brand-awareness tracking — is publicly available. The campaign has not appeared in verified award records across Cannes Lions, the Effies, The One Show, D&AD, the Clios, the Webby Awards, or WARC as of the archive submission date recorded on May 15, 2023.
What the structural evidence does support is an assessment of the campaign's likely effectiveness within its operating context. The decision to publish a single film asset during the New Year window in Uzbekistan concentrates creative investment rather than dispersing it, a choice that tends to improve recall in markets where consumers are exposed to a high volume of seasonal promotional content. The emotional register — care as gift — addresses a consumer insight that transcends household product categories, giving ISHONCH a point of difference from competitors whose seasonal communication defaults to price-led messaging.
According to mjstjournal.com, Uzbekistan's e-commerce sector was at an early stage of development in 2022, which means the primary touchpoint for a film campaign of this nature would have been television and social video — environments where narrative-length content can perform if the emotional premise lands quickly and holds attention. The campaign's existence within a broader 2022 brand repositioning arc, as reported by creative-stories.com.ua, also suggests that "Caring is a True Gift" was designed to accumulate brand equity across multiple touchpoints rather than drive immediate transactional response. Clapboard's score of 57 out of 100 reflects a campaign that executes its emotional brief with competence but does not yet reach the creative distinctiveness required to lead its category.
"Caring is a True Gift" is a New Year film campaign created for ISHONCH by Synthesis in December 2022 in Uzbekistan. It positions genuine care for oneself and loved ones as the most meaningful seasonal gift, aligning the household products and retail services brand with emotional values rather than promotional offers.
Synthesis, a Tashkent-based creative agency, created the campaign. Creative direction was led by Farrukh Sharipov. The wider team included art director Tamila Mirzaeva, copywriters Sergey Gorobtsov and Shirin Yusopova, designer Timur Aitov, and account manager Yulia Gerasimova, as documented in the campaign record.
ISHONCH used the campaign to advance a broader 2022 brand repositioning away from transactional retail messaging. By centering care as a cultural value, Synthesis positioned ISHONCH as an enabler of domestic well-being — differentiating the brand from competitors relying on seasonal discounting in Uzbekistan's retail market.
No verified award recognition for "Caring is a True Gift" appears in public records across Cannes Lions, the Effies, D&AD, The One Show, the Clios, the Webby Awards, or WARC. Clapboard has assigned the campaign a score of 57 out of 100, reflecting competent emotional execution within a competitive seasonal retail category.
Uzbekistan's retail market was estimated at approximately fourteen billion dollars in 2022, according to researchandmarkets.com, with traditional retail dominating value share per euromonitor.com. In this maturing market, emotionally resonant brand communication offered ISHONCH a durable competitive position beyond price-led seasonal promotions common among household products retailers.
Synthesis produced a single film asset for the campaign. Film was chosen to sustain the campaign's emotional narrative argument over time — a format suited to Uzbekistan's media environment in 2022, where television and social video remained primary channels, as contextualised by mjstjournal.com's reporting on the market's early-stage e-commerce development.
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