URBANEK – Strength is Born from Love.

Client: Urbanek

Date: June 2025

Senior: Munkhzaya Erdenedelger

Account Manager: Munkhzaya Serjkhorloo

Assistant Manager: Baasandulam Nyamdorj

Director: Temuulen: Jargalsaikhan

Director of Photography: Aminerdene 

Production Assistant: Telmuun

Gaffer: Nyamaa

Assistant Gaffer: Khashaа

Production designer: Enhjin Ydamsuren

Bestboy: Munkh-Orgil Munkhbat

Characters

Wrestler: B. Batmagnai, National Nachin (Улсын начин) 

Wrestler at age 18:  Buyantogtokh.B / National Shonkhor (Falcon) / Улсын шонхор/

Wrestler at age 13: Temuulen Khurelsukh 

Grandmother: Nyamjargal.B

Baby in swaddle: Narantsogt Bayasgalan

Supporting characters

Wrestler:Oyuntuvshin Otgonbileg

Wrestler:Gantulga Togtokhbayr

Challenge

In Mongolian culture, "strength" is often equated with physical power and bravery. However, the emotional resilience, quiet support, and long-term nurturing that truly shape a person’s inner strength often go unnoticed.

Urbanek aims to shift this perception:Strength isn’t just muscle — it’s the silent care of someone who wakes up every morning to cook your favorite meal and stand by your side.

Strategy

Urbanek introduces a new emotionally driven content series centered around the idea of “Grandmother’s love as strength.”The first story features Batmagnai, a national wrestler (Ulsyn Nachin), and reveals that behind every victory lies a foundation built not in stadiums, but at the family table — through memories, nurturing, and small daily acts of love.

Urbanek’s salad, compote, and variants are not just food.They are nutrition. They are memories. They are love on a plate.

Narrative

“Strength is not just physical ability. It’s something born from love and trust.”

This is the story of a young wrestler — Batmagnai.But it’s not just about his journey; it’s a reflection of many others.Though fictionalized, this narrative expresses real emotions through a chosen character.

Year 2025.The National Wrestling Palace is buzzing with tension and excitement before the biggest events of the year — Lunar New Year and National Naadam.Batmagnai, a rising wrestler, is determined to earn a higher title. Amid grueling training and fierce competition, one thought remains constant — he owes it all to his grandmother.

Yet this is not just Batmagnai’s story.It is a story of love, resilience, and silent sacrifice.Through the lens of a grandmother who raised her grandson alone, we attempt to answer: what does true strength mean?

Timeline of Love

• 2001: A baby’s feet are gently massaged. His grandmother hums softly and rocks him to sleep.

• 2006: She sews his first wrestling outfit by hand. A jar of Urbanek salad sits quietly on the table.

• 2014: The boy cheers at televised wrestling matches. Grandma walks in with a warm meal — Urbanek salad by his side.

• 2020: A young man rushes out for training, grabbing a slice of bread topped with Urbanek variant. Grandma’s voice calls out behind him.

In every stage, Batmagnai was never truly alone.The meals, the warmth, the silent trust — they were always there, carried with him.

Conclusion

Today he is a national wrestler.Tomorrow — a champion.But no matter how far he goes or who he becomes, the source of his strength remains unchanged: his grandmother’s love.

Urbanek is more than a salad or a side dish.It is a symbol of family memory, subtle care, and the deep love that quietly nurtures greatness.

Urbanek — Nourishing more than the body. It nourishes legacy.