A partnership with purpose: how Asia-Plus and IM GROUP support culture and sport in Tajikistan
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.
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.
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