Today, a partnership between a brand and a media outlet is no longer limited to placing a logo on a banner or publishing a few promotional mentions. It becomes far more meaningful when a company takes an active role in an event that matters to the public.

This is the approach behind the partnership between Asia-Plus and IM GROUP. The holding supports cultural, sporting and social initiatives, while Asia-Plus helps transform them into compelling stories that audiences want to follow.

Supporting contemporary Tajik music

One of the most prominent examples of the partnership was the Tarona Music Award 2025, for which IM GROUP served as general partner.

The Tarona Music Award is more than an awards ceremony. It is a major concert that celebrates the year’s most popular songs and music videos, as chosen by listeners of Radio Asia-Plus 107 FM.

For IM GROUP, supporting the event was an opportunity to contribute to the development of contemporary Tajik music and connect not only with guests in the concert hall, but also with the large television audience that watches the ceremony each year.

“It is important for us to support projects that move culture forward. Initiatives like this raise the country’s profile, create new opportunities for artists and provide platforms we can all be proud of,” said IM GROUP Director General Ismoil Mahmadzoir.

In partnerships of this kind, the company’s role goes beyond conventional advertising. The general partner becomes part of a major cultural event associated with the emotions of the audience, the achievements of artists and the development of Tajikistan’s music industry.

Asia-Plus, in turn, helps turn the partnership into a complete media story by explaining the company’s motivation, demonstrating the value of the project and integrating the brand naturally into the coverage.

“We are confident that participation in projects like this helps strengthen cultural development. Our cooperation with Asia-Plus allows such initiatives to reach a wider audience and have an even greater impact,” Mahmadzoir said.

As a result, the company is presented not simply as an event sponsor, but as a business that supports creativity and contributes to the country’s cultural development.

Supporting international cycling

Sports initiatives have become another important area of cooperation between Asia-Plus and IM GROUP.

In 2022, the holding served as platinum sponsor of the Asian Road and Para Cycling Championships, Dushanbe 2022.

For IM GROUP, the championship provided an opportunity to support a major international sporting event and contribute to the development of sport in Tajikistan.

Ozodkhon Davlatshoyev, head of the Cycling Federation of Tajikistan, described the company’s support as an example of how the business community can participate in the development of national sport.

Asia-Plus informed its audience about IM GROUP’s involvement in the championship, the company’s reasons for supporting it and the significance of the competition for Tajikistan.

The role of Asia-Plus was not to organize the event, but to explain the importance of the company’s initiative and why a major business had chosen to support the championship.

This allowed readers to learn not only about the competition itself, but also about IM GROUP’s contribution to making it possible.

Partnerships tailored to each brand

Every company has its own story, objectives and audience. That is why Asia-Plus does not rely on a single partnership model. Instead, it develops a format suited to the needs and character of each brand.

A partnership may involve a festival, concert, awards ceremony or sporting event. It can also take the form of a dedicated media project, a video, an interview, a series of articles or stories about the people whose lives are connected to the company’s work.

When a brand already has an important initiative, Asia-Plus can help make it more visible by finding an engaging way to present it.

When there is no fully developed idea, the concept can be created together — from a dedicated editorial series to a large-scale public event.

When a company has a story worth telling, Asia-Plus can help ensure that it is heard.