Mumbai: In a bold step that bridges six decades of legacy with the energy of a new generation, Nepal’s most iconic spirit, Khukri Rum, has launched “Mero Khukri”, a dynamic music-led campaign created in collaboration with Outreach and featuring Nepal’s rising music producer OMG Spark.
For 66 years, Khukri Rum has stood as a symbol of Nepali craftsmanship and national pride. As a heritage brand admired by generations, Khukri’s biggest challenge in recent years was also its strength — tradition. For the younger generation, Khukri is a drink they have grown up seeing their elders enjoy — a symbol of pride and celebration in many Nepali households. To reimagine the brand for today’s audience while retaining its authenticity, The Nepal Distilleries Pvt. Ltd. (NDPL), led by Chief Marketing Officer Varsha Perera, collaborated with Outreach to rejuvenate Khukri as a cultural connector — one that speaks to the new rhythm of Nepal.
Drawing inspiration from the Nepali word “Mero” (meaning “mine”), the campaign captures a sense of personal belonging and pride. It invites consumers to celebrate their identity through expressions such as Mero Life, Mero Style, Mero Heritage, and Mero Tribe — all tied together by the unifying spirit of “Mero Khukri.”
The campaign’s visuals reflect the raw authenticity of modern Nepal — rooftop jam sessions, Kathmandu alleyways, and real Nepali faces instead of models. The creative direction is intentionally lo-fi, gritty, and cinematic, aiming to feel like a movement rather than a commercial.
At the heart of the campaign is an original music track by OMG Spark, blending traditional Nepali instruments with hip-hop influences to create an anthem that feels both nostalgic and contemporary. The music video premiered at Club XO in Kathmandu, drawing influencers, creators, and media, followed by a digital rollout across YouTube, Instagram, Facebook, and TikTok.
Mero Khukri marks a significant cultural shift for Nepal’s spirits industry — transforming a traditional heritage brand into a modern symbol of self-expression and national identity.
Varsha Perera, Chief Marketing Officer, NDPL, shared, “Khukri Rum is not just a drink, it is part of Nepal’s history. With Mero Khukri, we are giving that history a new rhythm – one that connects with the confidence, creativity and pride of today’s generation.”
Ujaya Shakya, Founder, Outreach, added, “Khukri’s story is Nepal’s story – proud, rooted and ready to evolve. With Mero Khukri, we wanted to turn heritage into energy, tradition into rhythm and pride into movement.”
The campaign was powered by Outreach’s leadership team, with CEO Noor Shrestha, Creative Director Binaya Lamichhane, and Head of Strategic Planning & Communication Shiv Prakash Sharma — who also served as Project Lead — working closely with the NDPL marketing team to bring the vision to life.
Their collective effort ensured a balance between cultural authenticity, strategic precision, and creative expression. Through this collaboration, they have redefined how a legacy brand can stay relevant, youthful, and proudly local while appealing to a global audience.
Mero Khukri stands as a tribute to Nepal’s rich cultural fabric, merging music, identity, and heritage into one contemporary rhythm.
