The much discussed clean-feed policy has been effectively implemented since 23 October 2020 with most foreign channels now either beaming without advertisements in-between or have been on halt till they are technically able to telecast without advertisements. As per the television signal distributors, many of these foreign channels are already preparing to be back soon without advertising in-between once that becomes technically feasible.   

With this new development, it is an end of an era for many global brands leveraging on spillover advertising, which created demand without much marketing spends in Nepal.   

Of course, there were other brands that understood the ‘Nepalisation’ earlier and made it a point to invest in media strategy taking advantage of both spillover media and scheduling done with local media channels with adaptation of creative taking into consideration, local insights and culture. These brands became much larger in their market size, grew faster than their category counterparts. There are many such successful case studies in FMCG, consumer durables and paint categories that one can go back to.   

However, spillover advantage is the thing of past with the new clean feed policy. Now if you want to attract the eyeballs of Nepali audiences, you will have to do your media planning specific to Nepali channels.   

But is that the only challenge the global brands are facing? Of course, NOT.

The article was published in Campaign India and to understand the benefit of #Nepalisation, you can read the complete version at: https://www.campaignindia.in/article/view-from-nepal-nepalisation-the-only-way-ahead/464745