Mero Digital Desh - Driving Nepal Towards a Digital Future
Estranged marital relations; the yearning to reunite with family; severed bonds between a parent and child; life-threatening work conditions; such are the predicaments of millions of Nepalese who earn their living abroad due to compelling circumstances. As dreary as it sounds, the struggles of overseas workers are not just empowering their family's financial status but fostering the Nepalese economy. In fact, their remittance money is the only thing keeping Nepal's economy afloat by contributing more than 60% to its foreign reserves. Taking cognizance of that, eSewa Money Transfer's 'Mero Digital Desh' campaign aspires to recognize the efforts of the Nepalese diaspora by rewarding a lucky winner with a house in Kathmandu while on its mission to digitalize the country.
In light of the campaign, we reached out to the Brand Manager at eSewa Money Transfer, Aashish Dahal, to dig deeper into its nitty gritty.
The Digital Ecosystem
Mero Digital Desh is eSewa Money Transfer's initiative to integrate a complete digital ecosystem in the lives of Nepalese, especially the ones living abroad. Mostly in middle eastern countries, the prevalence of the 'Counter Culture' can be seen. People tend to visit physical locations incurring significant commission fees to send money back home. Furthermore, many are also known to resort to Hundis for remittance due to which large sum of money remains untraced. Therefore, the mero digital desh campaign has urged people to join the digital ecosystem via eSewa money transfer to send money to recipients' eSewa accounts economically, conveniently and swiftly through a valid medium.
Choice of Influencers
Mero Digital Desh has come alive with a few impactful personalities like Rajesh Hamal, Dayahang Rai and Swastima Khadka. The choice of brand influencers has been spot-on for this campaign. As big of stars as they are, there have been no efforts to glorify their stardom. Via personal visits to the UAE, big stars like Rajesh Hamal and Dayahang Rai have strived to create a connection with the diaspora themselves. With larger-than-life personalities, Rajesh Hamal and Dayahang Rai's interaction with the Nepalese in UAE is a heart-warming sight.
Digitalization of Nepal has been a central objective of eSewa Money Transfer since its inception. Adhering to every Nepali's dream to own a house in Kathmandu, the Mero Desh Digital campaign has kickstarted with the house giveaway. Aashish Dahal states that "House giveaway is the first phase of the company's mero digital desh campaign. We will come up with more meaningful incentives in the future to push Nepal towards a complete digital ecosystem". He further adds that "The campaign's promotion has targeted UAE because a huge number of economically deprived population of Nepal resides and works in the region. However, it is a global campaign and Nepalese diaspora throughout the world get a chance to win a house in Bojepokhari, Imadol, Kathmandu."
