Energy of the Great Steppe. Tulpar 95 / Qazaq Oil

Case Year: 2023

About the Project

The launch of Tulpar 95, a new fuel brand by Qazaq Oil, marked a key moment in creating a product that stands out not only for its high quality but also for reflecting the spirit of Kazakhstan. The goal: to express uniqueness through a cultural code that resonates with national identity and strength.

Execution

We developed a creative concept based on the synthesis of energy and Kazakh cultural symbols. The visual style is built around a double exposure effect — inside the silhouette of a galloping horse, a car races forward, symbolizing power and motion. Flames, used as a graphic motif, emphasize the high-octane performance of the fuel.

ROI Group's Role

We created the campaign’s creative concept, blending Kazakh symbolism with bold dynamics to highlight the brand’s uniqueness and its connection to the energy of the Great Steppe.