By JAYANT SAVANT, Creative Consultant

Media landscape is dynamic. So then, this might come as a surprise. Especially, when every brand and every advertiser is hunting for a bigger chunk of the pie. Because at the end of the day, every brand wants to grab a lion’s share in the minds of its consumers.

With the advent of start-ups, we have been witnessing the birth of new brands every single day. For them, survival is the key. In fact, most of these start-ups and homegrown brands find it extremely difficult to break even. No wonder, they’re facing the challenges of surviving in the highly competitive markets, where the big sharks are ready to devour them. It is imperative they survive through this tough phase.

But in this tough world, how does one survive? By being me-too? By treading on the regular path? Definitely no. It calls for something more drastic. It needs someone to stir the pot.

Innovation is the key. In this already cluttered market, disruption and ‘doing it differently’ is the need of the hour. For example, take the neighbouring nation, Nepal.

This Himalayan nation is witnessing the birth of homegrown brands in the recent past. These brands are still evolving on the brand evolution scale, and are doing things differently in the way they communicate. This has not just put them in the limelight, but also helped them connect with their audience in a refreshing manner.

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Talking of connecting, it’s important that brands keep innovating, and find newer ways of connecting with their audience. Try and involve the audience, through innovative communication. One case in point is a travel portal based in Nepal- planmytrip.com.np

This is a local travel portal that has come up with some refreshing and innovative pieces of communication that have not only broken the clutter but have also engaged the audience. It has gone beyond just promoting holiday packages and destinations. The brand has taken initiatives in the ‘green’ zone, by doing communication that promotes eco-friendliness.

Kathmandu is a city that plays hosts to many tourists from the world over. In recent times, we’ve seen the importance of nature friendly goods and messaging on the rise. And this connects well with the tourists, especially from the west. Plan My Trip has taken this in cognizance, and strategically come up with innovative communication that has appealed to their audience- the tourists.

For example, it created the ‘Recycle Poster’. A unique poster that was put across cafes in Kathmandu, which was made from old newspapers. The text was printed on these old newspapers and was put up as posters. Thus, making a strong point that the brand not only supports nature but also believes in disruptive communication. These posters were well received by the audience.

Also to make their website famous, the Plan My Trip devised unique ‘Posterlogues’, a combination of a poster and a catalogue. Usually, a catalogue takes up many pages to print. This poster was turned into a catalogue by simply putting up an asterisk in the headline and then sharing the URL of the brand below. An innovative way to not just save paper but also drive traffic to their website.

Then, Plan My Trip did a print campaign that brought to light the very core insight of travelling. Travel changes the way we think. It opens our mind and is a life altering experience. The campaign showcases three iconic people whose lives have changed after they travelled. The ads titled Gandhi, Mother Teresa and Che Guevara have encapsulated this idea beautifully though this print campaign. It shows how Mohandas Gandhi was inspired after he travelled to South Africa and this changed the way he looked at things and life. And thus, became Mahatma. Similarly, it was with Mother Teresa and Che Guevara. Their travels opened their minds and changed their vision.

Similarly, brands such as Worldlink and Classic Tech, who are reputed ISPs based in Nepal. With Internet booming in the country, these brands have been getting their recognition. Their journey has gathered momentum in recent times.

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Though homegrown, these brands have been doing some clutter-breaking advertising that has been grabbing eyeballs. They have been refreshing in their approach through their ads.

The proposition of Worldlink has been to deliver faster Internet speed. This has been captured in their ad that shows a truly hair-raising experience of the youngsters. The beauty of this ad has been the virtual non-existence of the service in its main visual. Similarly, Classic Tech has shown its proposition through a funny ad, using a famous comedy artist from Nepal. These ads have broken the clutter in an otherwise very informative drab ad scenario. These ads have received good response from the audience. They have helped the brands to be in the top of the tree as far as recall was concerned.

So these were some of the examples of homegrown brands in Nepal that are now creating ripples in the world of communication and marketing through their sheer belief in disruptive work.

Bangladesh is a growing economy, just as Nepal. But it can take a leaf out of its neighbouring country, and can pave a way for budding brands.

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