On September 22, Kaspi.kz showed the first commercial of a new advertising campaign featuring Jackie Chan. The actor received the local name Zhakezhan and solves everyday tasks through the Kazakhstani app, turning routine situations into adventures.
Kaspi.kz CEO and co-founder Mikheil Lomtadze handed a personal Kaspi Gold card to the campaign’s hero. The campaign relies on the celebrity’s physical presence in the country: Jackie Chan is currently filming a sequel to the “Armour of God” franchise in Kazakhstan. According to Forbes.kz, the fintech company is the film’s general partner, making the localized hero’s image more natural for the audience.
Kaspi.kz has previously used this approach of deeply immersing a global star into Kazakhstani daily life. In 2013, when the company operated under the Kaspi Bank brand, Antonio Banderas became the face of a large-scale campaign. According to media reports at the time, the actor flew to Almaty and spent time acting as a manager in a bank branch, receiving clients.
The difference between the two campaigns reflects the evolution of Kaspi’s positioning over thirteen years. In 2013, the brand presented itself primarily as a bank: Antonio Banderas worked behind a bank counter. In 2026, the focus shifted to lifestyle—Kaspi becomes part of the hero’s everyday life.
