Pioneering Change with Nepal Ice Boys
Nepal Ice, a renowned beer brand in Nepal, has launched a bold and timely campaign called "Nepal Ice Boys." Just ahead of Dashain, one of Nepal’s biggest festivals, the campaign aims to engage with the public on a deeper level through social messaging—a strategic move given the limitations on direct alcohol advertising. This fresh approach showcases how brands like Nepal Ice, under the innovative guidance of CG's FMCG department, are creatively leveraging surrogacy tactics to not only comply with regulations but also make a positive impact.
The "Nepal Ice Boys" campaign takes a proactive stance on transforming societal behaviors. By addressing issues such as littering, traffic rule violations, and unnecessary honking, the campaign emphasizes that even small, everyday actions can have significant impacts. It’s a compelling way to connect with audiences while reinforcing the nationalistic image that Nepal Ice has cultivated over the years.
A key factor in the campaign's success is the involvement of Sajan Shrestha. With his youthful energy and comedic talent, Shrestha quickly captivates audiences, using humor to convey the message effectively. His approach ensures that the campaign is not only engaging but also thought-provoking, encouraging people to reflect on their actions. In a market where the alcohol ad ban has driven brands to innovate, Shrestha’s presence exemplifies how humor can effectively bridge the gap between marketing constraints and meaningful communication.
The campaign’s central message, "Nepal Ice Boys, मनदेखि नेपाली, परिवर्तनको लागि," underscores the idea that this movement is inclusive and calls for everyone’s participation. It focuses on building a sense of pride and responsibility in being Nepali, reinforcing that even the smallest efforts can lead to meaningful change.
Reflecting on the brand's dedication to social impact, Shraya Krishna Shrestha, Marketing Head – FMCG at Chaudhary Group, expressed: "Through this initiative, Nepal Ice aims to further solidify its brand identity as a symbol of national pride. By associating the brand with change and positivity, we hope to build a deeper connection with consumers who are invested in improving their communities. This first phase is just the beginning, as we plan to collaborate with local change-makers and social value creators, amplifying the message of positivity and hope throughout Nepal.”
CG's FMCG division, which now boasts a young and dynamic brand and marketing team, is at the forefront of this innovative campaign. In an environment where brands are increasingly challenged by regulations, Nepal Ice shows that with the right strategy, limitations can actually become opportunities for creativity and impact. By partnering with a figure as relatable as Sajan Shrestha and focusing the campaign on positive societal change, Nepal Ice sets a new standard for alcohol brands in Nepal. It demonstrates that effective marketing isn’t just about promoting a product; it’s about initiating a movement.
