APU x SG Apes — Tsagaan Sar Content Production

Client: APU Dairy
Project: Tsagaan Sar Branded Content with SG Apes
Services: Branded Content Production · Multi-Camera Filming · Interview / Conversation Format · Event Coverage · Post-Production

Overview

For Tsagaan Sar, Orgil Media produced a branded content piece bringing together APU Dairy and SG Apes in a warm, conversational setting centered on Mongolian Lunar New Year traditions, team spirit and shared values. The approximately 11-minute video combines natural conversation, traditional food, humor and personal reflections, creating a relaxed format that feels closer to a real gathering than a conventional advertisement.

The Concept

The content was built around a familiar Tsagaan Sar experience: sitting together, sharing food, exchanging greetings and talking openly about family, tradition and the year ahead. The conversation moves naturally between lighthearted moments and more personal reflections. This format allowed APU to be integrated into a culturally relevant environment without making the content feel overly promotional.

Our Role

Orgil Media handled the production and post-production of the branded content, focusing on maintaining a natural group dynamic while still delivering a polished final video.

Our work included:

• production planning;
• multi-camera filming;
• coverage of the full group conversation;
• capturing food, product and cultural details;
• audience-focused framing and camera direction;
• natural reaction and interaction shots;
• editing and pacing of the long-form conversation;
• sound and final post-production;
• preparation of the finished content for digital distribution.

Production Approach

Conversational branded content requires a different production method from scripted advertising. The priority is to preserve authenticity. Camera coverage, editing and production direction need to support the conversation without making participants feel overly staged or interrupting the natural flow of the gathering.

For this project, the production focused on capturing genuine exchanges between the players while building a coherent narrative around Tsagaan Sar, team connection and personal ambition.

Culture, Community and Brand

The strongest part of the content is the connection between the brand and a real cultural occasion. Rather than positioning the product separately from the story, APU Dairy appears within an environment already associated with Mongolian hospitality, food and family gatherings. The participation of SG Apes also brings a younger, sports-focused perspective to the holiday conversation, allowing themes such as teamwork, discipline and future goals to sit naturally alongside traditional Tsagaan Sar values.

Long-Form Branded Storytelling

While much digital content is becoming shorter, some stories benefit from time. The longer conversational format allows personalities, humor and genuine interactions to develop naturally, creating a different type of engagement from a short commercial or social reel. For Orgil Media, the project demonstrates how branded content can combine culture, personality and storytelling while keeping the brand integrated naturally within the experience.