How do you set apart your ad agency among several others in the market?
Advertising agencies are basically the same. Our ultimate target is to produce an advertisement that satisfies the clients and stays in the minds of the consumers for long. But definitely, we are able to set ourselves apart because of our philosophy. This philosophy defines me and my team. I and my whole team believe that we work hard, talk straight and are damn good at what we do. This confidence in the profession has established our team in this industry.

With the number of ad agencies increasing every year, how tough has the competition become?
I am happy that gradually people are realizing that the advertisement industry is a field with lots of opportunities. I don’t see it as a competition. I don’t think I am competing with anyone. Rather, I compete with myself. I have set some goals for myself and I am constantly working to meet these goals. I take each day as a challenge. I want to do better than what I did yesterday.

 

What are the problems of the Nepali ad industry?
A major problem is the lack of skilled human resource. First, our youths are unaware of the opportunities in advertising. They either want to work in banks or in the multinational companies. So we are not getting smart and creative Nepali people even if we pay salary and other benefits on a par with these institutions. Second, we don’t have schools or institutions where we can enhance our creativity. An advertising agency has to hire a freshman. It takes at least a year for that person to learn everything. But when he is ready, another agency takes away that person. Third, even though we hire the best person in our company, our clients do not have confidence in them. They insist on hiring a foreigner for creative concepts. Thus the money that we could have spent in our country goes outside. Mostly, this money goes to India.

There are many ads that use the female body just as a means to get public attention. How do you see this trend?
Different people have different perceptions of the same thing. In my case, I believe showing females in an advertisement is not bad but how they are shown makes the difference. We live in a country like Nepal where we follow certain norms and values. No advertisement should cross the social limits such that it becomes unacceptable to society at the end. Using the female body is okay if the concept of advertisement demands it. But no compromises can be made when females are shown in a way that hurts the sentiment of all females.


 

Do you implement your such ideas when you make ads?
Being a woman, I think a lot before doing anything. I am very careful not to tarnish the image of females through my advertisement because with every woman I associate myself. Similarly, when I think logically as an ad maker, I know there are several things in the nature that can be depicted in an advertisement in the place of women to convey the message. If anything is shown unnecessarily, consumers

How is the participation of women in this fi eld so far?
As of now, there are many women working in this field. And I think their number is increasing. But there are very few women who are investing in this field or holding top positions. I have been able to establish myself because of my confidence. I never feel weak just because I am a woman. I think I can compete with men in every aspect. Every woman should feel this way.
 

Is it a fi eld suitable for women?
I don’t want to categorise professions on the basis of gender. With confidence and creativity, everyone can do better in this profession. Women can compete with men in every profession. However, women still lag behind because of low self-esteem. Women should take a step forward and explore the opportunities in this sector. I strongly believe that an advertising professional can fit in any other sector because he/she gains a bit of many different experiences in this field -- marketing, designing, writing etc. This field has so much to offer to creative people.

What should be done to attract more women to this creative fi eld?
People become successful when they work in the field of their interest. If someone has an inner desire to be a part of the advertising industry, I would welcome them. However, they have to be able to face the challenges. I urge women not to feel weak or discouraged because this is a field where creativity counts, not the physical strength.



 

Who are your top clients?
Chaudhary Group, Triveni Group, Sujal Foods, MariGold Foods, Khajurico Nepal are our top clients. There are several others, too. And we have some snacks and confectionaries in the list.





 

Which Nepali ad do you consider the best, made either by your agency or other agencies?
I consider the advertisement of U-n-Me tea to be the best advertisement of our team. I love this advertisement because it is very tender. It has a quality to touch the hearts of the consumers and remain in their minds for a long time. Among the ads made by other companies, I think the advertisement of Wai Wai Gyan Uday is the best for the beautiful amalgamation of caste and creeds of Nepal.