MultiConnexions
Australia’s Leading Multicultural & International Marketing Agency
Diaspora Audiences
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Millennials & Multicultural Youth |
International Students
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Multicultural Business Owners
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Affluent Audiences
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International Travellers
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Global Audiences & International Markets
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Leaders in multicultural and diaspora marketing
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Specialists in international
marketing
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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.
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
Global Connexions
Cross Cultural Consulting and International Marketing
Cross Cultural Training
Cross Cultural Advisory
International Marketing
Global Connexions
Diversity Advisory & Cultural Testing
Our Milestones
Years
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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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Our CEO
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.
Testimonials
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
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
Holi Festival: An Opportunity to Make Your Marketing Technicolour
Holi, also known as the ‘Festival of Colours,’ is celebrated by millions worldwide. It is said to have originated in India around the 4th century ...
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Year of the Snake 2025: What it Means for Marketers
The Year of the has begun! The Snake is the sixth animal in the Chinese zodiac and is associated with qualities like wisdom, intuition, and ...
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Australia’s Visitor Population is Evolving
Last year was a good one for Australian tourism. The latest Tourism Australia data shows we welcomed 8 million visitors in 2024, an increase of ...
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Orington & Partners and MultiConnexions Group partner to enhance global impact
Orington & Partners jointly announce a new strategic partnership with leading international, multicultural and diaspora marketing agency MultiConnexions Group to help businesses integrate and thrive ...
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Time to celebrate Autumn Moon Festival: how your brand can bond with Asian audiences
The Mid-Autumn Festival (also called Autumn Moon Festival or Mooncake Festival) is a special time to come together and celebrate with friends and family alike. ...
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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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In the News
RedNote explained: Why Aussie brands are embracing the fast-growing Chinese social media platform
Mumbrella: Orington & Partners and MultiConnexions Group partner up
The Australia Today: Orington & Partners and MultiConnexions Group partner to enhance global impact
Full list: Melbourne’s most influential Indian
2022 Champions Connecting Communities
