Australia’s Leading Multicultural & International Marketing Agency

Diaspora Audiences | Millennials & Multicultural Youth | International Students | Multicultural Business Owners | Affluent Audiences | International Travellers | Global Audiences & International Markets


Leaders in multicultural and diaspora marketing


Specialists in international marketing


Experts in cross cultural training, diversity and cultural advisory
MultiConnexions Group CEO & Founder

Diverse Leadership: Sheba Nandkeolyar's Journey and Insights

Women in Focus have a wonderful podcast series - beyond ‘business as usual’ to unearth the human stories and rich, relatable experiences of women leading business across the country. Multiconnexions Group is delighted that our Founder & CEO, @shebanandkeolyar, is featured in the latest episode.

CEO Sheba Nandkeolyar

Multicultural Ambassador for Cricket Australia.​

Sheba is Founder CEO of leading diaspora multicultural agency MultiConnexions. She is President of International Advertising Association Australia, IAA Global DE&I Council Chair, former National Chair of Australia India Business Council, former DFAT board member of Australia India Council and Advisory Board Member Media Diversity Australia. A former ICC T20 World Cup Champion (2020 & 2022), she loves cricket and is keen to drive engagement of cricket among women and CALD audiences.

Golden Ticket

Purchase a ticket by June 30, 2024

Purchase a ticket by June 30, 2024, to the NRMA Insurance Border-Gavaskar Trophy Series or the CommBank Women’s Ashes Test and you will automatically go into the draw to win 1 of 6 ultimate upgrades to your Test Match ticket!

MultiConnexions Group

Multicultural is the New Mainstream

International Advertising Association – Australia Chapter
Embracing DE&I in marketing transforms perspectives, fosters innovation, and strengthens connections. Diverse voices amplify our brand's resonance, making inclusion a cornerstone for success. This is what Sheba Nandkeolyar, International Advertising Association Global DE&I Council Chair and IAA Australia President, has to say.

The Business Opportunity

  • Census 2021 revealed Australia is a migrant majority nation.
  • 51% of people in Australia are born overseas or have a parent born overseas.
  • Australia has seen 1,000,000 + new arrivals in the last 2 years.
  • 780,000 + international students studying in Australia in April 2024 a 16% increase in enrolments before COVID 19 pandemic.
  • 2.55 million temporary working visa holders in July 2023.
  • The Australian Government is keen to attract the best of business, professional and skilled migrants to Australia as the top destination and country of choice.
  • 3 largest source countries for visitors – New Zealand, China and India. 3 largest source countries for migrants –  UK, India and China. India set to overtake UK diaspora shortly.
  • Multicultural is the new mainstream.

Do you want to make your brand more diverse and inclusive?

MultiConnexions Group helps government, marketers, and brands as well as creative, digital, media, PR and research agencies to extend their communications and build relationships with New Australians. 

New Australians often prove to be the most loyal and revenue generating audience segment in the future.

Why do you need multicultural marketing?

  • Australian migrants are fuelling the economy.
  • They are highly educated and aspirational.
  • They are also culturally driven, love their festivals and traditions and country of origin entertainment.
  • They love their community media and special media platforms which allow them to access news and information which are relevant to them.
  • Highly professional and affluent, they over index in terms of purchases in several categories including education, property investments, financial services, insurances, wealth products, automobiles, technology and communication products, health, luxury goods, travel and tourism, FMCG and supermarkets purchases.
  • A one-size-fits-all marketing strategy does not allow for cultural personalisation which increases engagement and drives revenue.
  • Cultural personalisation increases engagement and drives revenue.
MultiConnexions Group Video

We can help you tap into multicultural markets.

MultiConnexions Group CEO and diaspora expert Sheba Nandkeolyar speaks about multicultural opportunities at Australia’s major marketing conference Mumbrella 360.
Our Services

Multicultural Marketing

Australia’s rapidly changing cultural and demographic trends demand an in-depth understanding of the multicultural landscape. MultiConnexions leads with multicultural marketing research though The MCX Lifestyle Survey – MultiConnexions’ own proprietary planning and insight building tool developed to understand ongoing consumer behaviour based on audience insights, product preferences and purchasing habits as well as brand awareness in various industries. We convert complex data into crucial marketing insights that shape marketing. Carve out a competitive advantage for your brand using our insights to create a strategy that aligns with your audience and business requirements and is also culturally relevant.
Our in-house creative development team works together with our strategy and language development teams to create stunning, end-to-end creative campaigns that will propel your brand towards a leadership position in the multicultural market space. We shape a creative direction and conceptualisation that will cut through and win over the hearts and minds of multicultural audiences, who often have vastly different triggers.
Working with over 80 languages, our NAATI-qualified translators create meaningful copy distinguished by its high quality. Our rigorous language development processes – including independent checking and back translations – ensure the most exacting standards are met. From a creative language writing perspective, we don’t just translate – we go beyond to trans-create, and develop impactful copy enriched with cultural insights that resonates with the target audience. For detailed information, visit our dedicated sister company.
Multicultural audiences often live and breathe through social media. Through incisive, creative, and compelling initiatives, we deliver great results to endear and connect your brand to your audience. WeChat and Weibo are hugely popular with Chinese audiences, and MultiConnexions has in-house capabilities to launch, manage and grow your presence on these channels too.
MultiConnexions drives digital media strategies that are backed by data and insights. With a deep-dive approach to understanding the growth opportunities for your business, we ensure programmatic buy is based on cultural insights and access the best performing DSPs across the world so each campaign performs to its optimum. We understand multicultural audiences – from languages to how they consume their media and what they search for through to how to tap on them across their purchase journey. We support mainstream media agencies to extend their campaigns to multicultural audiences.
Our in-house media planning and buying experts are equipped with the right channel and audience insights to drive your brand presence to new levels among multicultural audiences including those who speak a language other than English (LOTE). We help you maximise the impact of your advertising campaign in the most cost-effective way maximising our relationships with media channels that multicultural and ethnic communities follow and trust.
Watch the power of word-of-mouth work for your brand, as our network of Key Opinion Leaders (KOLs) and multicultural audience influencers become your brand advocates! Our long-standing relationships with culturally and linguistically diverse (CALD) communities, organisations, businesses, KOLs, influencers, youth leaders and more help you harness the power of partnerships.
MultiConnexions is your trusted partner in reaching the Chinese audience in Australia. Our Chinese marketing services include consulting, Chinese social media, Chinese media, Chinese websites, PR and KOLs, social listening and more. For detailed information, visit our dedicated sister company Digital Panda.
Public Relations initiatives form an integral part of winning hearts and minds over in a highly credible and authentic manner – particularly among multicultural audiences, where media and influencers play a critical role in shifting perceptions and positively influencing your audience. MultiConnexions PR is the key to connecting you with your audience. Whether it is a campaign launch event, an extension of your mainstream media releases, a tactical engagement of multicultural KOLs or something else, MultiConnexions is your dedicated multicultural PR partner.

Global Connexions
Cross Cultural Consulting and International Marketing

Cross Cultural Training

Cross Cultural Advisory

International Marketing

Global Connexions
Diversity Advisory & Cultural Testing

Diversity Advisory

Diversity Workshops

Cultural Testing

Our Milestones

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International Awards won including Effie Gold
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Global projects
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Languages managed
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Years of average client relationship
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Team of marketing specialists
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Community task force members
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MultiConnexions Group CEO & Founder Sheba Nandkeolyar

As CEO & Founder of MultiConnexions Group, Australia’s leading multicultural & international marketing agency Sheba has been a pioneer in recognising the value of Australia's Culturally and Linguistically Diverse (CALD) communities to business and society. She has helped clients develop targeted culturally focused campaigns, expand markets overseas, especially in Asia and India, and helped businesses from the Asian region invest and do business in Australia.

Hear From Our Clients

I have had the pleasure of working with Sheba and her team in the past to create very successful local area marketing campaigns by targeting various multicultural audiences, and I wanted to bring this experience and opporunity to the world of superannuation.
Chantal Walker
Chief Member Experience and Growth Officer
MultiConnexions have been great partners of Telstra for years. They are attentive and open, give sound strategic advice and they know the Multicultural/LOTE landscape better than anyone. They deliver quality work on time and on budget and are a pleasure to work with.
Former General Manager Mobility Marketing, Telstra
We’re so blessed by MultiConnexions’ support and are so grateful for our relationship with you all. Thanks to the team for another terrific event this year. We loved it and it is great to see the wonderul results achieved.
Benjamin James Moyes
Media Relations Director The Salvation Army
MultiConnexions enabled the inaugural National Backyard Cricket campaign to access new, diverse audiences who had no previous exposure to our charity’s work. Communications were both online and on social media via an amazing network of key
Kylie Strawbridge
General Manager, The LBW Trust
MultiConnexions showed a great understanding of the Chinese audience, proposing creative concepts that would resonate with the target audience, as well as working within our existing brand guidelines. MultiConnexions shows great agility in working to tight project deadlines, evolving concepts collaboratively based on feedback, as well as the ability to address outcomes within agreed budgets. An overall positive experience that allowed us to present a fun and unique ordering that was culturally relevant and also in line with Medibank’s company value “For Better Health”.
Gale Schupack
Retail Marketing Specialist, Medibank
I have been collaborating with MultiConnexions for nearly a decade on a number of projects, product launches and events. From Telstra to ANZ, I always find the team very professional to work with and very knowledgeable on the customer segment, demographics that we are focussed on. The team always carry out the collaboration with clear communication and always willing to take on any feedback to improve their services rendered. I highly recommend MultiConnexions to anyone thinking of marketing their business to a wider audience outside of mainstream. They are truly a multicultural marketing agency.
Peter Cai
Bank Manager, ANZ
Sheba was a key part of the team who helped me turn Western Union from an unknown brand to number one in the category during my tenure. Triple digit growth in key country corridors; Australia to India, Australia to China and Australia to Philippines and lots of other amazing achievements including state, national and international marketing awards were achieved with her terrific work on consumer insights, multicultural marketing and PR. She was also a key advisor in other markets where I ran marketing at the time, including New Zealand, the South Pacific Islands and key South East Asian markets – Singapore and Indonesia. Sheba is a fantastic business partner with great capabilities, creativity, connections and insights into marketing to different ethnic communities.
Ed Thian
Former Country Manager Western Union Australia
We can’t tell you how valuable MultiConnexions’ feedback was. The team’s expertise with multicultural audiences in Australia really helped us tell an authentic story.
Maria Rizzo
Senior Marketing Specialist, Telstra
Buzz We Create

Our Blog

The Salvation Army Australia Eva Burrows Award Presented to Sheba Nandkeolyar

The Salvation Army Australia Eva Burrows Award Presented to Sheba NandkeolyarFor your dedicated and loyal service to The Salvation Army. Sheba Nandkeolyar, a passionate advocate ...
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Celebrating Autumn Moon Festival Down Under: A Migrant’s Tale

This blog about Autumn Moon festival, which symbolises family reunion and celebrates the bounties of harvest, was written by Yuxi Miao, MultiConnexions Chinese Specialist and ...
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Prosper this Diwali with the Rising Indian Diaspora

What is Diwali? Diwali, also known as ‘Deepavali’ or the ‘Festival of Lights’, is the most significant festival celebrated by the Indian and South Asian ...
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The Cultural Significance of Diwali and How Marketers Can Celebrate

Diwali is the biggest and brightest festival celebrated by the over 1 billion Indian community worldwide and the 783,000+ Indian diaspora in Australia. Also known ...
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Getting to know you: African Community in Australia

This MultiConnexions blog was written by Joel Hussain, Marketing Intern. Who are they? While the African community in Australia represents a small population, they are ...
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Bringing Your Brand Abundance This Mid-Autumn Festival

From reuniting with relatives to munching on mooncakes, Mid-Autumn Festival is an exciting time which is celebrated by Asian countries worldwide. In Australia, it is ...
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In the News

2022 Champions Connecting Communities

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ABC News Breakfast Sheba Interview - 27 May 2024

NDTV's G20: 20 Voices From 20 Countries

Australia and India have signed a new migration deal. Here's what we know

ABC Interview: Indian Prime Minister Narendra Modi arrives in Australia

ABC News: How important is PM Albanese’s visit to India?

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