Russia: Tatarstan rebrand focuses on diverse religious heritage

Russia: Tatarstan rebrand focuses on diverse religious heritage

Tatarstan, an autonomous republic in Russia formerly part of the Soviet Union, has launched a campaign to improve its reputation. The focus of the campaign is the country’s ‘melting pot’ of Muslims and Christians. ““Everyone who comes to the Kazan Kremlin is surprised and amazed that there is an orthodox church and the Kul-Sharif mosque” in the same complex, says Tatyana Larionova, the executive director of the Vozrozhdenie (Renaissance) foundation.

“All religions temple” in Kazan, Tatarstan, by local artist Ildar Khanov.

The campaign has been created by Apostol, a Moscow-based PR company led by Tina Kandelaki, a well-connected television personality. A promotional video includes shots of Muslim minarets and Russian Orthodox onion domes side by side, horsemen in traditional costume and a state-of-the-art IT park. “We are a living example of a true multi-cultural society living according to principles of true tolerance,” a video voice over says.

The campaign has also been criticised for its selective treatment of history. Read the full article here.

The Kazan Kremlin, with orthodox church and mosque.

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