Multi-Buzz #23 - February 2017
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As we approach our 15th year at MultiConnexions, Australia has truly embraced multiculturalism. The Lunar New Year celebrations across Australia are certainly a reflection of this. 

What has particularly interested me about this year's Lunar New Year celebrations is the fact that more Australian marketers and companies are recognising the importance and value of connecting with their Asian customers during this period.

Messages go beyond selling products and services and include goodwill messages which touch the soul. These goodwill messages are not just from marketers, but from all sections of society including our political leaders.

Since our last Multi-Buzz, we have indeed several reasons for celebration. Many of our client campaigns were highlighted as best practice by leading marketing and advertising publications, some of them are featured In the News of this edition of Buzz.

My recent trip to India in January was an eye opener as to how global we have become as an economy. My blog Tale of two Countries captures the changes in the Indian population demographics and psychographics. The country is set to tap into innovation and start-up culture, no doubt propelled by an Indian Prime Minister who lives and breathes innovation and digital technology.

Why is this interesting to us? After all, India happens to be the largest source country for migration to Australia, followed by China. I had the opportunity of spending an evening with Australian students who are in India under the New Colombo Plan. It is certainly an excellent Australian initiative to strengthen the bi-lateral ties and build youthful connections.

The recent Lunar New Year insights and festivities have been excellently captured by Kaiyu, Katrina and Costa. Now that the Lunar New Year activities are coming to a close, the South Asians are getting ready to celebrate Holi - the Festival of Colours. Watch out for more updates in our next Buzz edition.

I am also very pleased to share that our story will appear on SBS Small Business Secrets this Sunday 19th February at 5pm. I truly believe that to be successful in doing business with other cultures, we need to understand and respect other cultures. Cross-cultural understanding becomes crucial in doing business in a global economy.

As I drop anchor today, I would like to wish everyone a Happy Lunar New Year of the Rooster.

Sheba Nandkeolyar is passionate about multiculturalism, diaspora marketing and
cross-cultural dynamics of doing business in Asia. She is the Co-founder and CEO of MultiConnexions. She is a board member of the Australia-India Council, National Chair of Australia India Business Council and International Advertising Association, Australia Chapter. Sheba is also a Board Member and Trustee of the 'Follow your Dreams Foundation' which supports disadvantaged women and children in Australia, China and India.

Connect with Sheba

8 ways brands can capitalise on Chinese New Year

Chinese New Year. Lunar New Year. Spring Festival. Whatever name you prefer to use, it’s the most significant festival celebrated by the Chinese diaspora across the world, and by communities with strong Chinese relationships.

By Kaiyu Li
MCX Director – Strategy & Insights
A proud Chinese Australian, insights and research guru who loves connecting people with brands

Read more

Rule the roost with great guanxi

Lunar New Year (commonly called Chinese New Year) is one of the oldest and most important traditions in Asian culture. On the 28th of January, 2017 celebrations will come to a crescendo as we enter the ostentatious ‘Year of The Rooster’. 

By Katrina Hall
MCX PR Manager
A fluent Mandarin speaker and a proud Australian with Scandinavian and Irish ancestry who loves travelling 

Read more

Something to crow about in the Year of the Rooster

Lunar New Year is one of the busiest times for MultiConnexions (MCX), as there is often a flurry of work as our clients seek to target audiences of Chinese and other Asian backgrounds during a time when they are very receptive to positive messages.

By Costa Rorris
MCX Intern
Third generation Greek, a proud Australian who loves all things multicultural

Read more


Ground Floor, 256 Norton Street, Leichhardt, 2040 
t: (02) 8705 5600 | f: (02) 8705 5611

The only Gold Effie Award winning multicultural agency in Australia

Multi-BUZZ is brought to you by MultiConnexions. MultiConnexions is a 360° integrated and a Gold EFFIE award winning agency specialising in marketing and advertising communication for new, diaspora and multicultural audiences.

MultiConnexions has been a proud supporter of Red Shield Appeal of The Salvation Army for the past 12 years.

If you are interested in reaching out to these rapidly growing audiences, contact us on +61 2 8705 5600 or visit

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MultiConnexions · Ground Level, 256 Norton Street · Leichhardt, NSW 2040 · Australia

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