The Tanflex Brand Jingle
Kazakhstan's first pharma music jingle — a music-driven awareness campaign for Gen Z, created with musician Ken Dala.
The gap
Traditional pharma advertising no longer reaches the 18–35 audience. They actively skip classic medical ads and consume content through music, Reels and TikTok — in a crowded OTC throat-care market.
“We need content our audience wants to watch — not content they skip.”
The solution
- Music creates emotional memory. Hear the melody — remember Tanflex, even without seeing the product.
- Co-creation, not endorsement. An original jingle written and performed by a real musician.
- First-mover. No KZ pharma brand had executed a music jingle at this scale on Instagram + TikTok.
The right artist
A strict 5-criteria filter: music-native, Gen Z audience, high engagement, shareable style, Kazakh cultural fit. Only one creator passed all five — Ken Dala (@dashxxmusic): 118K Instagram + 109K TikTok, 73% of followers aged 18–35, engagement 6–9% vs the ~2% KZ benchmark.
Content production
An original, catchy, youth-oriented Tanflex jingle — 2 Instagram Reels + 2 TikTok videos, designed to look like native creator content, never like a pharma ad.
Two-phase launch
Teaser first: audiences engaged with it as music — people did not realise it was advertising and asked for the full song in the comments. Then the full-jingle release across both platforms (March–April 2026).
Organic amplification
12+ top Kazakh bloggers and KOLs liked, commented and shared — with zero paid seeding. Users even wrote their own lyric remixes. Branded search queries grew +38% in April vs March.
Ken Dala
@dashxxmusicKazakh musician · Gen Z native voice. A real producer and performer — the jingle felt like his own track, not a paid ad. Hook-first songs designed for TikTok loops, with high replay value.
Watch the campaign · English versions available
The four pieces that ran
Instagram Reels · #159.9Kviews · top performer
Instagram Reels · #248.6Kviews · 9.2% engagement
TikTok · #125Kviews · aligned with a viral audio trend
TikTok · #21,067views · reach-test variant, same audioResults — all KPIs exceeded
Key learnings
- Entertainment-first content wins — engagement 3–5× higher than standard pharma video.
- Authenticity beats reach — the right musician outperformed bigger-follower influencers.
- Organic amplification is real — culturally relevant content earned KOL endorsement for free.
- A jingle is a reusable asset — one $9K investment keeps multiplying its return.
Next steps · Q2–Q4 2026
- Spotify & Yandex Music — full jingle for streaming, passive brand exposure.
- Radio & offline events — brand audio at trade events and pharma conferences.
- Extended versions — longer cuts for events and brand activations.
- Cross-brand format — jingles for other AIGP portfolio brands.
