Ujaya Shakya, Founder of Outreach and author of BrandSutra, spoke at the InsightView Series organized by the Advertising Club Madras.
The event focused on a crucial topic – “Cross Border Influence in Nepal’s Advertising”.
During the insightful session, Ujaya powerfully shed light on the rich learnings that can be gleaned from both nations to enhance the advertising landscape in the region. He argued that in the contemporary world, borders are becoming increasingly irrelevant with global culture transcending geographical boundaries. This shift has led to the widespread acceptance of diverse cuisines and cultural elements, like the global success of “MOMO”, a popular Nepali food.
India being the largest economy in the region and with open border with India from three side, the influence of Indian culture on Nepal is profound not just in advertising but also in the larger societies. Before Nepal implemented Clean Feed Policy in October 2020, Indian TV commercials, often featuring Bollywood actors, were frequently dubbed in Nepali language. Popular Indian channels like Star, Sony and Zee carried a significant spillover of Indian advertising into Nepal. However, the new policy has now restricted Indian advertising into Nepal, reshaping the dynamics of the market.
Nepal’s diverse geography, encompassing mountains, hills and plains (terai), profoundly shapes its culture and population. This diversity is often overlooked, as the misconception persists that Nepal is entirely hilly or extension of Indian culture. Additionally, the ease of product movement across the open border has economic implications, as consumers in Nepal and India may seek out lower prices on either side, affecting market dynamics.
Ujaya highlighted several key aspects the influence of Indian culture on Nepal’s advertising landscape:
1. Impact of Bollywood
The popularity of Bollywood content and stars like SRK, Salman Khan and Amitabh Bachchan is significant. Rajinikanth is recognized by most Nepali people. Even reference from Bollywood movies find resonance in Nepali advertising, aiding audience’s comprehension.
2. Influence of Indian Weddings
The grandeur of Indian weddings has significantly impacted Nepali society. Practices like the Mehandi ceremony, not traditionally part of Nepali weddings, have gained traction due to this influence, shaping wedding visuals in advertisements.
3. Culinary Influence
Indian food and spices like Everest Masala, including South Indian Dosa, are widespread popular in Nepal. Nepali advertising often mirrors Indian culinary influences, showcasing flavors and spices in food related campaigns.
4. Cricket’s Prominence
With recent success of Cricket in Nepal, it now has a significant influence on advertising as well. Indian cricket legends like Sachin Tendulkar are celebrated in Nepal. Advertising is leveraging cricket for brand marketing now similar to Indian advertising.
5. Musical Impact
Indian music, particularly in advertising jingles and brand anthems, holds influence in Nepal. There are examples where popular Indian singers are often singing for Nepali movie, underlining the widespread affinity for Indian music style.
6. Linguistic Resemblance
The shared Sanskrit origin of Nepali and Hindi leads to linguistic resemblance, allowing for the integration of borrowed words from Indian language to Nepali vocabulary or vice-versa.
At the same time, he also contended that with a significant proportion of Nepal’s population being youthful, their aspirations extend beyond what the country has to offer, often aspiring them to study or work abroad. The digital realm is expanding, offering a vast platform for advertising. Influencers like Prisma and Princy on TikTok and Insta Reels have substantial followers, showcasing the power of local celebrities and their growing impact.
To effectively connect with the Nepali audiences, Ujaya advocates for the adoption of “Nepalisation” in advertising – integrating local culture, language and themes. This approach coupled with adherence to new advertising policy, allows brands to resonate better with the unique Nepali market, fostering a deeper connection between consumer and the advertising message. Ujaya’s session shed light on the evolving advertising landscape in Nepal, emphasizing the need to embrace cross-border influences while staying true to the essence of local culture and value system.
