Roman Sivkovskyi, Marketing Director at Aurora Multimarket, shared how a commercial brand can strengthen Ukrainian culture, build partnerships, and achieve business results through cultural projects.

Today, 46% of the products in our network are of domestic origin, and we aim for Aurora to be associated with Ukraine.
At the forum, Roman shared insights on how to become a brand that achieves a win-win outcome from working with culture. And this is not about flashy sponsorships of arenas, but about supporting new, little-known artists — those who struggle but deserve to be heard. By helping them, the brand helps itself.

At the same time, business goals and metrics remain in place. This is how the music platform “na yii osnovi” (“based on her”) was created — featuring a radio station that plays in every Aurora store. The brand supports artists with track production, and as a result, garners 45 million plays per month. Everyone benefits: artists, listeners, the radio, and the stores.

Another example is Mazepa’s saber. In collaboration with Ukraine WOW, we created a toy version that was sold in our stores. This format delivered not only sales but also an emotional connection to culture — one that consumers can not only see, but also support.