As we celebrate the 36th anniversary of the Advertising Association of Nepal (AAN), it is both a moment of pride and reflection to be part of this journey. Over the past three decades, Nepal’s advertising and brand marketing landscape has evolved significantly: Traditional media led communication to a digital first ecosystem shaped by technology, content creators and changing consumer behavior. As Vice President of Advertising Association of Nepal (AAN), I see this milestone not only as a celebration of how far we have come but also as an important opportunity to ask a deeper question:
Where Do We Go From Here?
Over the last one year, Nepal has also witnessed a noticeable shift in public discourse. Following the strong voice of younger generations and political developments, the national conversation has increasingly moved toward economic growth, entrepreneurship, investment, employment, technology and improving quality of Nepali life.
One of the important developments has been the rapid rise of Nepal’s technology and IT outsourcing sector, now emerging as a meaningful contributor to the economy. Nepal’s IT service export industry is estimated at around USD 1 billion annually. The government also aims to position Nepal as a global IT hub over the next 5 years, with aspirations to create up to 500,000 direct jobs. This reflects a national shift toward innovation, digital transformation and opportunities for a young globally connected workforce. We continue to rely significantly on remittance income which contributes nearly a quarter of GDP. Over 4 million Nepalis working abroad support families back home, driving consumption, education, healthcare and improved quality of Nepali life. This income represents aspiration and a better future for the next generation contributing to a more consumption driven middle class. Recent policy measures, including tax reforms and an average 21% increase in government salaries, are also aimed at boosting economic activity, disposable income and consumer confidence, especially within the growing middle class.
Against this backdrop, Nepal presents a compelling opportunity: A young culturally connected population, rising aspirations, increasing urbanization, growing digital adoption and a consumer landscape that is evolving.
And behind every successful brand lies a combination of consumer insight, strategy, creativity, communication, psychology, culture, data, design, storytelling and business understanding.
Great brands are not accidents. They are built by people: People who spend years understanding how consumers think, how markets evolve, how culture shapes behavior and how businesses create meaningful differentiation. Yet despite this complexity, the value of brand marketing and advertising talent is often underestimated in Nepal.
Many professionals have experienced situations where their value is questioned before it is understood. Compensation discussions often focus on cost rather than contribution. Creative thinking is treated as an expense rather than an investment and expertise is appreciated only after external validation. In many cases, agencies and communication professionals are still seen as vendors rather than partners in progress. However, they are custodians of brand equity and the relationship must be built on a shared objective: To grow the brand, Strengthen its positioning and Create long term business value.
While talent exists, it is not always fully recognized, nurtured or retained within our ecosystem. In many cases, we are not able to provide the respect, opportunity or remuneration needed to encourage young professionals to build their careers in Nepal. Today’s talent is well educated, tech savvy and globally connected with skills in demand beyond our borders. If we do not evolve our ecosystem to match their aspirations, we risk losing a generation of capable professionals to more competitive markets. As a result of these systemic gaps, many talented professionals become discouraged. Some leave the industry. Others leave the country. Many never reach their full potential.
This is not just an industry concern. It is an economic concern. Strong brands create demand. Demand drives business growth. Business growth creates employment. Employment strengthens the economy. In other words, investing in brand building is not merely a marketing decision. It is a growth decision.
The encouraging reality is that Nepal does not lack talents. In fact, many young Nepali professionals are already contributing to regional and global projects while based in Nepal. They are proving every day that our talents can compete on an international stage.
The challenge is not capability. The challenge is ecosystem maturity. Strong industries are not built by isolated success stories and no single organization can solve this alone. They are built by ecosystems that consistently support learning, collaboration, recognition and shared growth. This requires participation from everyone: Advertisers, Agencies, Media, Content creators, Academia, Industry bodies, Government stakeholders and Consumers.
The future of Nepal’s advertising and brand marketing industry will depend on how well we collaborate: How effectively we share knowledge, celebrate excellence, mentor young professionals and create meaningful opportunities for growth.
As someone who has dedicated more than 25 years to this industry, I remain optimistic. I have seen the talent. I have seen the ambition. And I have seen the potential. Progress may be slower than we would like and change may not happen overnight. But I believe we have a shared responsibility to keep building. If we cannot build the fast lane immediately, we can at least help lay the road.
And perhaps that is the most important responsibility of our generation: To ensure that the next generation inherits not just an industry but a stronger, more collaborative and more enabling ecosystem than the one we inherited.
Note: These are the personal views of Ujaya Shakya, shaped by his experiences, observations, and continued belief in the potential of Nepal’s advertising n brand marketing industry.
Ujaya Shakya is First Vice President of Advertising Association of Nepal (AAN), Founder of Outreach and author of Brandsutra 2.0
