Khukri Rum Reimagines Its Legacy: “Mero Khukri” Marks a Bold Step Toward the New Generation
Nepal’s 66-year iconic spirit, Khukri Rum, has taken a bold cultural leap with the launch of “Mero Khukri,” a music-led campaign created in collaboration with Outreach and rising producer OMG Spark. Long celebrated as a symbol of Nepali pride and craftsmanship, Khukri now steps into a refreshed narrative—one that bridges its heritage with the rhythm of a new generation. Led by NDPL’s Chief Marketing Officer, Varsha Perera, the initiative aims to reinterpret Khukri not just as a drink, but as a cultural connector that resonates with today’s evolving Nepali identity.
At the heart of the campaign lies the idea of “Mero Khukri” — a celebration of individuality and belonging expressed through themes like Mero Life, Mero Style, Mero Heritage and Mero Tribe. The creative direction embraces the grit and authenticity of modern Nepal, featuring real faces, Kathmandu alleyways and rooftop jam sessions. This spirit comes alive through the original soundtrack by OMG Spark, blending traditional Nepali instruments with contemporary hip-hop. The music video premiered at Club XO among creators, influencers and media, followed by a strong digital rollout across major platforms.
“Mero Khukri” signals a meaningful shift in how legacy brands can reinvent themselves — youthful, relevant and proudly local. With strategic leadership from Outreach—founder Ujaya Shakya, CEO Noor Shrestha, Creative Director Binaya Lamichhane and Project Lead Shiv Prakash Sharma—the campaign balances cultural authenticity with modern expression. Their collaboration with the NDPL marketing team redefines how a heritage brand can move with the times while staying rooted in national pride, marking a new chapter for Nepal’s spirits industry.
