KPI Helmets – A Case Study

KPI Helmets, a well-established player in the Nepalese helmet market, faced a significant challenge in competing with dominant international brands. To overcome this, the company embarked on a creative strategy to not only regain its market share but also redefine its brand identity to evoke a sense of national pride.


  • Global Competition: The overwhelming presence of international brands posed a major hurdle for KPI Helmets to establish a strong foothold in the market.
  • Identity Crisis: The absence of a unique brand identity hindered KPI Helmets’ ability to stand out in a crowded market.
  • Affordability Concerns: International helmets were perceived as superior but expensive. KPI Helmets needed to address this perception and offer an appealing alternative without compromising on safety.

Strategy: KPI Helmets devised a comprehensive strategy to reposition itself and create a distinct brand identity tied to Nepali heritage. The strategy encompassed the following key elements:

  • Harnessing Social Media: By launching an extensive social media campaign that underscored its Nepali origins, KPI Helmets aimed to forge an emotional bond with consumers. The campaign showcased local craftsmanship and encouraged a sense of national pride.
  • Partnering with Influencers: Collaborations with social media influencers enabled KPI Helmets to connect with a wider and younger audience. Influencers played a vital role in amplifying the brand message and establishing a personal connection with their followers.
  • Balancing Quality and Affordability: KPI Helmets utilized its ISI certification to assure consumers of its quality and safety standards. Simultaneously, it adopted a competitive pricing strategy to challenge the notion that high quality always comes at a premium.
  • Distinctive Decals: The introduction of visually striking decals, with cultural significance, played a vital role. The “Heritage Edition,” with its limited availability, not only celebrated Nepal’s cultural richness but also generated a sense of exclusivity.
  • Tailored Decals for Specific Audiences: The remarkable success of the “Heritage Edition” prompted KPI Helmets to diversify its offerings with themed decals such as the “Mustang Edition,” catering to specific target groups like dirt biking enthusiasts.

Outcomes: KPI Helmets’ rebranding efforts yielded noteworthy results:

  • Instant Limited Edition Success: The “Heritage Edition” sold out in a mere two days, highlighting the effectiveness of creating an exclusive product with an emotional appeal.
  • Strengthened Brand Identity: The #ProudlyNepali campaign successfully transformed KPI Helmets into a symbol of national pride, resonating with consumers’ patriotic sentiments.
  • Youth Engagement: The collaboration with influencers and appealing decals struck a chord with the youth, aligning the brand with their interests and lifestyle.
  • Market Leadership: By combining safety, style, affordability, and a unique brand identity, KPI Helmets established itself as a frontrunner in Nepal’s helmet industry.

Key Insights:

  • Emotional Connection: Establishing an emotional link with consumers through national pride fosters a strong and enduring brand connection.
  • Influencer Partnerships: Teaming up with influencers can significantly magnify brand messaging and connect with the younger demographic.
  • Personalization and Limited Editions: Offering exclusive products and personalized options generates enthusiasm and a sense of privilege, driving sales.
  • Balancing Safety and Affordability: Striking a balance between safety and affordability can challenge preconceived notions and enhance accessibility.
  • Cultural Relevance: Infusing cultural elements into branding and product design heightens consumer engagement and brand loyalty.

KPI Helmets’ strategic approach of including national pride, influencer collaborations, affordability, safety, and distinctive branding through decals has effectively repositioned the brand and rejuvenated its presence in the Nepalese market.

Surrogate Marketing – Saath Sadhaiko

Surrogate marketing is a strategic approach that involves promoting a product or service indirectly when direct advertising is prohibited or restricted by legal or ethical guidelines. It aims to create associations with a particular brand or product through alternative means, such as promoting related or complementary offerings. Surrogate marketing allows companies to connect with their target audience, build brand awareness, and drive sales while complying with regulatory limitations.

In the context of the Nepalese advertising landscape, where promoting cigarettes faces significant legal hurdles, Project A employed surrogate marketing to elevate Winston’s market share. By focusing on values, aspirations, and experiences that resonate with the target audience, Project A developed creative campaigns that positioned Winston as a companion for the Gen Z demographic. This approach enabled them to establish a strong emotional connection and navigate the challenging advertising landscape while complying with stringent regulations.

Case Study: Tapping into the Gen Z Mindset: How Project A’s Surrogate Marketing Transformed Winston’s Sales in Challenging Advertising Landscape

In a highly regulated market like Nepal, advertising cigarettes faces significant legal hurdles. However, Project A undertook an extraordinary journey to elevate Winston’s market share through strategic surrogate marketing, intensive research, and the establishment of new advertising precedents. This case study showcases Project A’s approach, creative campaigns, and the remarkable results achieved in this challenging landscape.

To increase Winston’s market share and engage the Gen Z demographic in compliance with stringent advertising laws.


1. Navigating Stringent Advertising Laws:
Project A conducted a thorough analysis of the existing laws and regulations pertaining to cigarette advertising in Nepal. They identified opportunities within the legal framework to effectively reach and engage the target audience.

2. Surrogate Marketing as an Effective Solution:
Recognizing the limitations imposed by the regulations, Project A adopted surrogate marketing as a strategic approach. By focusing on the values, aspirations, and experiences cherished by Gen Z, they created compelling campaigns positioning Winston as a trusted companion for their journeys.

3. Intensive Research and Focused Group Discussions:
To understand the preferences, perceptions, and behaviors of Gen Z, Project A conducted extensive research and engaged in focused group discussions. These activities provided valuable insights that guided the development of campaigns tailored to resonate with the target audience.

4. Setting New Advertising Precedents:
Project A successfully set new precedents in the Nepalese advertising landscape by creating innovative and compliant campaigns for Winston. These campaigns not only captured attention but also inspired other industry players to adopt similar strategies. This resulted in a paradigm shift in cigarette advertising practices within the market.


1. Remarkable Sales Growth:
Within a year, Winston’s sales increased from 0.2% to a notable 1.9%. This achievement is a testament to the effectiveness of Project A’s surrogate marketing approach and the resonance of the campaigns with the Gen Z audience.

2. Enhanced Visibility and Engagement:
Despite the restrictive advertising laws, Project A’s campaigns achieved significant visibility and engagement. They successfully connected with the target audience and created brand awareness for Winston, defying the limitations imposed by the regulations.

3. Influencing the Industry:
Project A’s innovative advertising strategies set new advertising precedents in the Nepalese market. Competitors were inspired to adopt similar approaches, indicating the success and influence of Project A’s campaigns. This paradigm shift reshaped the advertising landscape for cigarettes in Nepal.

Project A’s strategic surrogate marketing, backed by intensive research and compliance with advertising regulations, played a pivotal role in transforming Winston’s market share in Nepal. The exceptional sales growth, enhanced visibility, and the influence exerted on the industry serve as testaments to the success of Project A’s approach. By tapping into the Gen Z mindset and establishing new advertising precedents, Project A showcased their ability to navigate challenging landscapes and deliver remarkable results for their clients.

WorldLink – A Case Study

1. Introduction:
Worldlink, one of Nepal’s prominent Internet Service Providers (ISPs), faced the challenge of establishing a stronger market presence and attracting the Gen Z demographic. This case study explores how Project A, an innovative advertising agency, revolutionized Worldlink’s brand positioning and propelled its growth to become the largest ISP in Nepal.

2. Objectives:
– Increase Worldlink’s market share and household user base.
– Tap into the Gen Z market by creating campaigns that resonate with their preferences and behaviors.
– Enhance brand awareness and recognition through impactful events and innovative advertising strategies.

3. Approach:
3.1. In-Depth Research:
Project A conducted extensive research to understand the Gen Z mindset, their preferences, and their language. Focused group discussions and market analysis provided valuable insights into the target audience’s aspirations, interests, and everyday lingos.

3.2. Marketing and Creative Campaigns:
Utilizing the research findings, Project A developed a marketing strategy that positioned Worldlink as a companion for the Gen Z demographic. They created campaigns like “3 ko tadka,” “Ae hajur kata,” “Ek kaan 2 kaan,” and “Internet farara” that incorporated everyday Nepali lingos, resonating deeply with the target audience and establishing a strong emotional connection.

3.3. Large-Scale Events for Brand Awareness:
To amplify brand visibility and engagement, Project A organized the Worldlink Carnival, a highly successful event attracting over 30,000 attendees. Additionally, the “All Nepal Pocket” campaigns reached an astonishing crowd of over 200,000 people across the country, creating substantial brand exposure and driving customer interest.

4. Results and Impact:
4.1. Market Growth:
Within three years, Worldlink’s household user base skyrocketed from 100,000 to over 700,000, firmly establishing its position as the largest ISP in Nepal. This exponential growth can be attributed to Project A’s strategic advertising campaigns and innovative brand positioning.

4.2. Influencing the ISP Landscape:
Project A’s groundbreaking campaigns and use of mnemonic lingos set new standards within the ISP sector. Competitors took notice and began adopting similar approaches, reflecting the impact and success of Worldlink’s advertising initiatives. This recognition from industry competitors served as a measure of success for Project A’s innovative strategies.

4.3. Increased Brand Recognition and Engagement:
Through the strategic utilization of surrogate marketing, Worldlink achieved remarkable brand recognition and engagement. The “Chitto Bhanekai WorldLink” tagline became synonymous with the brand, emphasizing its position as the fastest ISP in Nepal. Gen Z consumers responded positively to the creative campaigns, resulting in high levels of brand awareness, customer loyalty, and increased market share.

5. Conclusion:
Project A’s out-of-the-box advertising and strategic approach transformed Worldlink into Nepal’s largest ISP. By leveraging in-depth research, surrogate marketing, creative campaigns, and large-scale events, they effectively tapped into the Gen Z mindset, capturing their attention and establishing a strong brand presence. The exponential growth in Worldlink’s user base, the recognition from industry competitors, and the increased brand recognition among consumers demonstrate the outstanding success of Project A’s innovative strategies. This case study highlights the power of creative advertising in driving business growth and transforming a brand’s position within a competitive market.

Sprite – Chill Gar Campaign

In an endeavor to connect with Generation Z and establish a regular consumer habit, Sprite, the renowned beverage brand, embarked on an innovative venture. Explore how Sprite effectively taps into the prevailing heated nature of our world, while encouraging consumers to stay cool by reaching for a refreshing can of Sprite.

Engaging Gen Z and Ensuring Consistency:

Acknowledging the influential power and immense potential of Generation Z, Sprite aimed to forge a deep connection with this demographic through their global brand platform. By ensuring a consistent look and feel across diverse markets, Sprite sought to captivate the attention and loyalty of Gen Z consumers worldwide. This ambitious initiative revolves around fostering a weekly habit of consuming Sprite while embracing a unified brand identity on a global stage.

Introducing “Chill Gar”:

At the heart of Sprite’s campaign lies an understanding that we inhabit a world characterized by heightened tension and rapid escalations. Even the most mundane moments can quickly become heated, including physical heat, leading to unnecessary conflicts. With this insight in mind, Sprite strategically harnessed key instances throughout the day that often trigger such “heat,” illustrating the power of maintaining a cool mindset to prevail over these situations.

The brand has taken a significant step by incorporating TV commercials (TVCs) in multiple languages for the first time in Nepal. Recognizing the diverse linguistic landscape of the country, Sprite aims to connect with and engage Nepali consumers in their native language. By featuring TVCs that resonate with local audiences, Sprite ensures a more inclusive and relatable experience, further strengthening its presence in the Nepali market. This innovative approach demonstrates Sprite’s commitment to embracing cultural diversity and effectively communicating its brand message to a wider audience in Nepal.

The Power of Staying Cool:

Sprite invites consumers to embrace the concept of staying cool in the face of everyday challenges. By reaching for a refreshing can of Sprite, individuals can experience a revitalizing beverage that helps them maintain composure and keep their cool. Sprite positions itself as the ultimate antidote to counteract the heat of these moments, providing a cool and refreshing experience that enables consumers to navigate such situations with ease.

Sprite’s “Chill Gar” strives to engage with Generation Z and cultivate a consistent brand experience on a global scale. By harnessing the heated nature of our world and emphasizing the importance of staying cool, Sprite encourages consumers to enjoy a refreshing can of Sprite as a means to navigate through heated situations. Discover how Sprite’s campaign empowers individuals to keep their cool and savor a revitalizing beverage that perfectly complements their lifestyle.

Events – Our Process

The process of organizing an event typically involves several key steps, including setting event goals and objectives, choosing a venue and date, creating a budget, planning and coordinating logistics, promoting the event, and managing and evaluating the event itself.

  • Setting event goals and objectives: The first step in organizing an event is to identify the specific goals and objectives that the event should aim to achieve. These goals should be specific, measurable, attainable, relevant, and time-bound (SMART). Examples of event goals could include raising awareness for a cause, generating revenue, building a community, or showcasing a product or service.
  • Choosing a venue and date: The next step in organizing an event is to choose a suitable venue and date. The venue should be appropriate for the type and size of the event, and should be able to accommodate the necessary logistics, such as seating, lighting, and sound. The date should be chosen based on factors such as the availability of the venue, the target audience, and any potential conflicts with other events.
  • Creating a budget: Once the venue and date have been chosen, the next step is to create a budget for the event. This involves estimating the costs of things like venue rental, catering, entertainment, staff, and marketing, and determining how much revenue is expected to be generated from ticket sales and other sources. The budget should also include contingencies for unexpected expenses.
  • Planning and coordinating logistics: With the venue and date chosen and the budget in place, the next step is to plan and coordinate the logistics of the event. This could include things like arranging for transportation and accommodations for attendees, coordinating with vendors and suppliers, and designing the layout and flow of the event.
  • Promoting the event: In order to attract attendees and generate interest, it is important to promote the event effectively. This can be done through a variety of tactics, such as creating and distributing event materials, using social media and email marketing, and leveraging partnerships and sponsorships.
  • Managing and evaluating the event: The final step in the process of organizing an event is to manage and evaluate the event itself. This involves overseeing all aspects of the event on the day of, ensuring that everything runs smoothly and according to plan. After the event is over, it is important to evaluate its success and gather feedback from attendees, which can inform future events.

Logo Design – Our Process

A logo is a graphic representation of a corporation or brand. It is a visually appealing mark or emblem that aids in identifying and setting one company apart from others. A well-designed logo often consists of distinctive and enduring components, such as shapes, colors, typography, and imagery that capture the spirit, principles, and character of the company. A logo acts as a visual anchor and is frequently used on goods, marketing materials, websites, and other touchpoints to build brand awareness and encourage consumer loyalty. The process of logo design typically involves several steps, including:

  • Research and planning: This involves gathering information about the business or organization that the logo will represent, as well as its target audience and competitors. This step helps to ensure that the logo is relevant and effective.
  • Concept development: In this step, the designer creates initial ideas and concepts for the logo, often using sketching or digital tools. These concepts may be based on the research and planning stage, or they may be entirely original.
  • Refinement and iteration: The initial concepts are then refined and modified based on feedback from the client and other stakeholders. This may involve making changes to the design, color scheme, font, or other elements of the logo.
  • Presentation and approval: The final logo designs are presented to the client for approval. The client may request further changes or revisions at this stage, or they may approve the design as is.
  • Finalization and implementation: Once the logo has been approved, it is finalized and produced in the appropriate formats and sizes. The logo may then be used in marketing materials, on the business’s website, and on its products or packaging.
  • The exact process of logo design may vary depending on the designer and the specific project, but these are the general steps that are typically involved.

Marketing Campaigns – Our Process

The process of designing a marketing campaign typically involves several key steps, including setting marketing objectives, conducting market research, identifying target audiences, developing a marketing strategy, creating marketing materials, and implementing and evaluating the campaign.

  • Setting marketing objectives: The first step in designing a marketing campaign is to identify the specific goals that the campaign should aim to achieve. These goals should be specific, measurable, attainable, relevant, and time-bound (SMART). Examples of marketing objectives could include increasing brand awareness, driving website traffic, generating leads, or boosting sales.
  • Conducting market research: In order to design an effective marketing campaign, it is important to understand the market in which the campaign will be operating. This can be done through market research, which involves collecting and analyzing data on consumer behavior, market trends, and competition. This can be done through a variety of methods, such as surveys, focus groups, and market analysis.
  • Identifying target audiences: Once the marketing objectives have been established and the market has been researched, the next step is to identify the specific audience that the campaign will be targeting. This involves defining the demographic, psychographic, and behavioral characteristics of the target audience, as well as understanding their needs, preferences, and pain points.
  • Developing a marketing strategy: With the target audience identified, the next step is to develop a marketing strategy that outlines the specific tactics and activities that will be used to achieve the marketing objectives. This might include a combination of tactics such as advertising, public relations, content marketing, and social media marketing.
  • Creating marketing materials: Once the marketing strategy has been developed, the next step is to create the actual marketing materials that will be used in the campaign. This could include things like advertisements, social media posts, email newsletters, landing pages, and other types of content.
  • Implementing and evaluating the campaign: The final step in the process of designing a marketing campaign is to implement the plan and track the results. This involves executing the tactics outlined in the marketing strategy, and using data and metrics to evaluate the success of the campaign. This can help to identify what is working well and what needs to be improved, and can inform future marketing efforts.


Our Corporate Futsal League – Not Just a League

The corporate Futsal League has always been a sporting event that brings together teams from different industries. It has been active for six years and has become well-known among the business community.

The corporate futsal league has had many exciting moments over the past six years and has aided in building a sense of community among employees of various businesses. Additionally, it has given staff members a stage on which to display their futsal prowess and compete against one another in a pleasant atmosphere.

The high quality of competition has been one of the league’s highlights. The league’s teams are made up of outstanding futsal players who love the game, and the matches are frequently fiercely contested and thrilling to watch. The anticipation and excitement among the teams and their followers have benefited from this. 

The corporate futsal league’s emphasis on diversity has been a major component as well. Teams of all sizes and skill levels were welcome during the competition, which offered a level playing field for all participants. This has aided in fostering a sense of community among the corporate sector and in fostering a sense of togetherness among the participants.

The corporate futsal league has given businesses a platform to network and forge partnerships with one another in addition to the sporting competition. In order to create new alliances and collaborations, many teams took advantage of the event, which has fueled innovation and growth in the corporate sector. 

Overall, the corporate futsal league has been a huge success and has been instrumental in uniting the business world. It has given workers a fun and interesting platform on which to compete, network, and develop relationships. It has also aided in cultivating a feeling of cohesion and togetherness among the participants. It will undoubtedly continue to be a significant event as it develops and grows in the upcoming years.

Presentation Skills to Seal the Deal

To seal the deal with a potential client, you need to have excellent presentation skills. Here are some tips to help you deliver a successful presentation:

  • Be prepared: Research the client and their needs thoroughly, and tailor your presentation to address those needs.
  • Be organized: Structure your presentation in a clear, logical way that flows smoothly from one point to the next.
  • Be engaging: Use a variety of visual aids and storytelling techniques to keep the audience’s attention and make your presentation more interesting.
  • Be confident: Believe in yourself and your product or service, and convey that confidence through your body language, tone of voice, and the way you deliver your presentation.
  • Be persuasive: Use compelling arguments and evidence to convince the audience that your product or service is the best solution for their needs.
  • Be responsive: Be prepared to answer questions and address any concerns the audience may have.

By following these tips, you can deliver a successful presentation that will help you seal the deal with a potential client.

Branding 101

Branding is the process of creating a unique name and image for a product or service in the consumers’ mind. This involves using a combination of a company’s name, logo, slogan, and design scheme to create a distinct identity that sets it apart from its competitors. Effective branding can help a business to build customer loyalty, establish a strong presence in the market, and ultimately drive sales. Some key components of a successful brand include having a clear and compelling brand message, consistently presenting that message across all channels, and ensuring that the brand experience is consistent and positive for customers.

There are several key pillars of branding that are essential for creating and maintaining a successful brand. These pillars include:

  • Positioning: This involves determining how your brand will be perceived by consumers in relation to your competitors. It involves identifying your target market, understanding their needs and preferences, and creating a unique value proposition that sets your brand apart from the competition.
  • Identity: This is the visual representation of your brand, including your logo, color scheme, and other design elements. Your brand identity should be consistent across all channels and should reflect the positioning and values of your brand.
  • Voice and tone: The tone and voice of your brand are the personality and style with which you communicate with your audience. Your brand voice should be consistent across all channels and should reflect the values and personality of your brand.
  • Values: Your brand values are the guiding principles that inform your brand’s decisions and actions. These values should be reflected in all aspects of your brand, from the products or services you offer to the way you interact with your customers.
  • Culture: The culture of your brand is the collective behavior and attitudes of the people who work for your company. A strong brand culture can help to create a positive and cohesive working environment, which can ultimately lead to better customer experiences.


Together, these pillars form the foundation of a strong and successful brand. By focusing on these elements, businesses can create a unique and compelling brand that resonates with their target audience and sets them apart from their competitors.