Nepal’s Mero Khukri Wins Gold at 2025 ECI Awards in Guangzhou
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A Nepali marketing team has claimed the Gold prize at the ECI Awards 2025, presented in Guangzhou, China, for the campaign “mero Khukri” created for Khukri rum.The win underscores Nepal’s rising prominence in global advertising and brand storytelling.
The campaign blends authentic cultural storytelling with contemporary expression and features original music by OMG Spark. The approach aims to forge an emotional bond rooted in pride, identity, and belonging while staying true to the brand’s roots.
Breaking down the strategy
Organisers highlighted the challenge of keeping a heritage brand relevant to a younger generation without losing its cultural essence. The work successfully translates local insights into a broader narrative that resonates across platforms, according to industry comments surrounding the win.
Varsha Perera, Chief Marketing Officer of The Nepal Distilleries Pvt. Ltd., praised the team’s dedication to balancing modernization with the brand’s soul. She noted that the choice of OMG Spark, blending traditional sounds with contemporary rap, aligned perfectly with the campaign and its reception across channels.
Noor Shrestha, CEO of Outreach Nepal, credited the collaboration led by Shiv Prakash Sharma (Planning Director) and Binaya Lamichhane (Creative Director), along with the extended Outreach network. The jury commended the work for its cultural relevance, strategic clarity and the music’s unifying emotional role in telling the story for younger audiences.
As the Gold trophy makes its way back to Kathmandu, supporters frame the award as a milestone for Nepal’s advertising ecosystem and a beacon for South Asian creativity on the global stage.
Key facts at a glance
| Item | details |
|---|---|
| Event | ECI Awards 2025 — Gold |
| Location | Guangzhou, China |
| Campaign | Mero Khukri |
| Brand | Khukri Rum (The Nepal Distilleries Pvt. Ltd.) |
| Audience impact | Resonates with younger consumers while honoring cultural roots |
| Key elements | Authentic storytelling, contemporary culture, original music by OMG Spark |
Evergreen insights
The win demonstrates that heritage brands can remain vibrant by balancing tradition with modern expression. Deep cultural relevance combined with thoughtful musical storytelling can broaden appeal without diluting a brand’s identity.
Music often serves as a unifying bridge in campaigns, helping to translate local pride into worldwide emotion that resonates across demographics and platforms. This approach shows how cultural authenticity can fuel scalable impact in a crowded media landscape.
Join the conversation
what are your thoughts on keeping legacy brands relevant for younger audiences without losing thier soul?
Do you believe music is essential to engaging younger demographics in brand campaigns? Share your views below.
Share your thoughts in the comments and spread this milestone across your networks.
Goal:
Outreach’s “Mero Khukri” Wins Gold at the 2025 ECI Awards
Award Overview & Significance
- Gold Medal – 2025 ECI Awards: Recognized as the top creative campaign in the “Cultural Heritage” category.
- First Nepali entry to secure Gold: Marks a historic moment for Nepal’s advertising industry on the global stage.
- Judges’ comments: Praised for authentic storytelling, seamless integration of conventional motifs, and innovative multi‑channel execution.
Campaign Background
- Client: Mero Khukri, a heritage knife manufacturer aiming to modernise its brand image while honouring the iconic Nepali symbol.
- Agency: Outreach, Kathmandu‑based creative studio known for culturally driven branding.
- Goal: Position Mero Khukri as a lifestyle icon for both local and diaspora audiences, increasing market share among millennials.
Core Creative Strategy
- Cultural Narrative: Built a story around the khukuri’s role in Nepalese history, emphasizing bravery, community, and craftsmanship.
- Modern Visual Language: Merged traditional wood‑carved patterns wiht bold, kinetic graphics for social media reels.
- Interactive Experience: Launched a QR‑enabled “heritage trail” at select retail locations, allowing users to unlock behind‑the‑scenes videos of artisans.
- Diaspora Engagement: Partnered with Nepali influencers in the UK, US, and Gulf states to create user‑generated content themed “my Khukri Moment.”
Execution Highlights
- Multi‑Platform Reach:
- Instagram Reels: 3.2 M views in 4 weeks
- TikTok Challenge: #MyKhukriMoment – 150 K user videos
- Print & Outdoor: 12 billboards in Kathmandu, 5 in London’s Southall district
- Storytelling Assets:
- Mini‑documentary (3 min) on the hand‑forged process – screened at the Nepal International Film Festival.
- Interactive microsite featuring AR‑enabled 3‑D models of the knife.
- Performance Metrics:
- Brand recall uplift: +28 % (pre‑ vs post‑campaign survey)
- Online sales increase: +42 % month‑over‑month during the campaign period
- Earned media value: USD 1.2 M across regional publications
Impact on Nepal’s Creative Scene
- Global Recognition: Demonstrates that Nepali agencies can compete with Western firms in storytelling and digital innovation.
- Talent retention: Boosted recruitment for Outreach, attracting 15 new creatives from local art schools.
- Industry Benchmark: Set a new standard for integrating heritage branding with data‑driven activation, inspiring agencies such as Gray Nepal and Dentsu Nepal.
Benefits for Brands Looking to Replicate Success
| Benefit | How “Mero Khukri” Achieved It |
|---|---|
| Authentic Connection | Leveraged genuine cultural artifacts, not just visual clichés. |
| Scalable Digital Reach | Combined short‑form video (TikTok, Reels) with QR‑driven offline experiences. |
| Community‑Driven Content | Encouraged diaspora participation through a branded hashtag challenge. |
| Measurable ROI | Tracked engagement,sales lift,and earned media value in real time. |
Practical tips for Implementing a Heritage‑Driven Campaign
- Research Deeply – Conduct ethnographic interviews with community elders and artisans to uncover untold stories.
- Co‑Create with Stakeholders – Involve local craftsmen in the creative process to ensure authenticity.
- Design for Multi‑Channel Flow – Map content from TikTok teasers → Instagram carousel → QR‑enabled retail displays.
- Set Clear KPI Dashboard – Track brand recall, sentiment, sales lift, and UGC volume weekly.
- Activate Diaspora Networks – Partner with cultural associations abroad to amplify reach.
Case Study: Outreach’s Creative Process (Step‑by‑Step)
- Insight Phase – 4‑week immersion in Kathmandu’s historic districts; identified khukuri as “symbol of resilience.”
- Concept Sprint – Ideation workshop with 12 team members; produced 30 concepts, narrowed to 3 narrative arcs.
- Prototype Testing – Produced 15‑second teaser videos, tested with 250 focus‑group participants (age 18‑35).
- Production – Filmed on location in Gorkha, employed local artisans for prop making; used RED 8K cameras for cinematic quality.
- Launch & Optimization – Real‑time analytics guided budget reallocation from static ads to high‑performing TikTok placements.
Future Outlook for Nepal’s Creative Industry
- increased international Submissions: Following the Gold win, the number of Nepali entries to global award platforms rose by 23 % in 2025.
- Emerging Tech Adoption: Agencies are experimenting with AR, VR, and AI‑generated copy to deepen cultural immersion.
- Collaboration Hubs: The Government of Nepal announced funding for a “Creative Export Lab” in Kathmandu, aimed at scaling award‑winning concepts to overseas markets.
Rapid Reference: Key Takeaways
- Authenticity + Innovation = Global Recognition – “Mero Khukri” proved that cultural depth can coexist with cutting‑edge digital tactics.
- Data‑Backed storytelling – Real‑time metrics ensured budget efficiency and measurable impact.
- Community Engagement Drives Longevity – Diaspora‑led UGC kept the conversation alive beyond the paid media window.
For agencies seeking to position Nepalese brands on the world stage, the “Mero Khukri” blueprint offers a replicable formula: honor heritage, amplify through digital, and let the community narrate the story.
