Ukrainian dairy company «Galychyna» has launched a campaign that spotlights a unique, ancient form of communication deeply rooted in Ukrainian culture. While Russian propaganda pushes narratives of “fraternal nations” and a “shared past", Ukrainian brands are producing campaigns that proudly showcase their distinct heritage and underscore Ukraine's independence.

In its new advertisement, the company highlights a unique method of communication from the highlands called «egokannya». The campaign's main characters, Vasyl and Paraska Romanyuk, are the keepers of this ancient tradition.

To preserve Ukrainian cultural traditions and honor the customs of our ancestors, the brand "Galychyna," in collaboration with the creative agency Bickerstaff.987, created an archival dictionary where the Romanyuk family explains the meaning behind these mystical mountain sounds. The glossary is available on the company’s website, inviting everyone to explore «egokannya» and take a step closer to Ukrainian ethnic culture.

This campaign demonstrates the importance of preserving Ukrainian culture and sharing its rich heritage with the world. By keeping traditions like «egokannya» alive, Ukrainian brands honor the past while introducing global audiences to the unique aspects of our culture and underlining the exact border with Russia. So now you know what «egokannya» is — don’t hesitate to practice some of its phrases at home and explore Ukrainian culture.