July 3: Stakeholders of the Nepali advertisement sector have stressed on increasing the level of creativity in Nepali advertisements. In a program organised by New Business Age Pvt Ltd on July 1, participant advertisement agencies and advertisers point out the necessity of new and creative exercises in the Nepali advertisement sector. According to the participants, Nepali advertisement sector is still functioning on the traditional way.
“The use of creativity in Nepali advertisements is satisfactory. However, we should try to increase the level,” said Shekhar Golchha, Vice-Chairman of Federation of Nepalese Chamber of Commerce and Industries (FNCCI) and Executive Director of Golchha Organisation. “Since the beginning of commercial Nepali advertisements, creative use and developments are apparently good,” he added.
In a question asked on budget allocation for creativity in the advertisements, he said “Although there is no direct budget allocation for creativity, it is done indirectly.” He opined “As Nepali market lacks effective analysis, advertisements need to focus on advertisers and the market trends.”
In the program, Navin Shrestha, CEO of Water Communication, urged agencies to concentrate their efforts to uplift the level of creativity. “Nepali advertisement industry is still running in traditional pattern. Creativity in Nepali advertisement has not increased in the same proportion with the market size,” said Shrestha. He stated that as creative advertisement helps to build the brands, advertisements should balance advertisers and market dimensions. “Till now, we are calling creativity to the layout part only,” he mentioned. Anil Baskota, Client Service Director of Thomson Nepal said that Nepali advertisement remained at bottom in terms of creativity. “In terms of present worldwide trend, we are still in limited circle,” Baskota said. He commented that Nepali advertisements lack creativity due to the reluctance of agencies to take risks with advertisers. However, he added that Nepal do not lack capable human resources for creativity.
Meanwhile, Lav Manandhar, Art Director of Prisma Ad opined creative practices in Nepali advertisement as satisfactory. Highlighting on the interdependence of advertisers and agencies, he said, “Advertisers and agencies travel together. They need to move ahead together,” adding, “Advertisement presentations should be popular and understandable to all.”
Likewise, Santosh Shrestha Chairman of Advertisement Association of Nepal (AAN) informed that the Association has started preparation for the 9th Crity Award. Meanwhile, Nirmal Raj Poudel, former Chairman of AAN said that creativity in Nepali advertisement is moving together with pace of the market. Similarly, Ranjit Acharya CEO of Prisma Advertisement said that all types of communication medium have their own effectiveness. “Traditional medium need not be scared of their digital peers. However, the traditional media should be digitalised,” he said. Likewise, Joydeb Chakravarty, Executive Director of Thomson Nepal stressed on the need of providing platform for new talents in the advertisement sector.
“We should produce such advertisements that will generate awareness in the society and stays in the mind of viewers for long time,” said Ujaya Shakya, Managing Director of Outreach Pvt Ltd. Pankaj Pradhan, Managing Director of Prismark Marketing Pvt Ltd opined that lot of work is needed in order to take Nepali advertisements to the international standard.
The program was participated by Banshidhar Mishra, Founder Chairman of AAN, Raj Kumar Bhattarai, Former Chairman, Rajendra Aryal CEO of Trikon Advertising, Rabindra Rijal of Key Advertising. Similarly, Sudip Thapa of NNS Pvt Ltd, Manish Adhikari of Mars Pvt Ltd, Sambhu Adhikari of Cosmos Pvt Ltd, Dharmendra Kaji Shrestha of Verities Consultant Network were also among the attendees. The event was marked by the participation of nearly 200 participants. New Business Age organised the program in association with AAN, Sunny Distillery and ABC Television.
