Witnessing every crest and trough of Nepali advertising, Ranjit Acharya, 48, is one of the well-known advertising entrepreneurs of Nepal. With more than two decades of experience in the field, he currently is the Founder and Chief Executive Officer (CEO) at Prisma advertising established in 1991. He holds an MBA from Shankerdev Campus.
He started his early journey in advertising by producing popular advertisement jingles like ‘Hathi Balio Ki Hathi Chap Chappal’ and ‘Chiso Vanekai Coca-cola’. Currently dedicated as Managing Director for Neel Barahi Productions and as a chairperson for Sanskriti International School; he is also a motivational speaker and a lyricist who has penned down numerous Nepali and Hindi songs, including Nepal’s first Hindi songs album ‘Dilnashi’ which was sung by various Nepali artists including Shreya Sotang, Satya Swaroop, Ram Krishna Dhakal and Sugam Pokharel in 2012.
My City’s Sonam Lama caught up with Acharya to talk about his journey in the field of advertising.
How has advertising grown over the decades?
BrandLab: Changing the world of advertising
It has grown a lot. When we had just started, there were a limited number of media operating in the field. However, advertising today has been expanded exponentially through the mushrooming of print and broadcast media. With the products and the services progressed, the budgeting has become flexible now. Overall, creativity has swept Nepali industry with agencies becoming more professional and national clients becoming aware to invest in advertising. There were times when we used to dub Indian ads and show it to the Nepali consumers. However, these days we create ads for international brands as well. There were times when we used all the foreign ads, but now we create and release our own productions.
What is the scenario of advertising in Nepal like?
We don’t yet have especial course and syllabus focusing on advertising in Nepal. Advertising as a subject is not there in the curriculum which is kind of a big road block for us. If someone wants to specialize in advertising they will have to opt for abroad studies. It is one of the reasons why we lack ample human resource in the field. With students rarely getting access to education on advertising they will seldom be encouraged to seek career in the field. So, if some institutions come up with a special course of study, they will not only gain students but also create good human resource for the entire industry.
How does the idea of clean feed policy contribute to the advertising sector?
Clean feed policy simply is a way to feed our national TV channel with local product advertisements produced in Nepal, targeting Nepali consumers. As soon as the clean feed policy gets implemented we will have our own feed from the channels, while the channels will get rid of foreign ads. Doing so will provide a space for Nepali products, that would otherwise not get a chance, to advertise. As clean feed policy helps barring foreign broadcasters from carrying advertisements in programs they air in Nepal, it plays a significant role making Nepali media independent and strengthening advertising as well as economic dimensions of Nepal.
Do you think the clean feed policy has been properly implemented?
Though clean feed policy was announced under National Mass Communications Policy 2073 BS, the government has not been able to implement it for want of proper knowledge about the policy and due to the lack of manpower to solve technical issues. If they regulate clean feed policy in an effective manner, Nepal becomes independent in terms of broadcasting. Currently in Nepal, every TV set receives Indian signal which is meant for India. Therefore, being an autonomous country we are yet dependent on Indian signals. So we have no option but to watch whatever content comes through the Indian signal.
Would you like to convey any word of advice to our readers?
One of the huge drawbacks that I have seen in Nepali youths is that they don’t start early to achieve their career goals. The age between 16 and 22 years is the golden period that should be utilized well. Youngsters should grab every opportunity and internships programs that come their way. It is never early to start gaining skills. Focus on honing your skills as gaining exposure during the learning phase is the biggest asset that one can have in order to shape their career. If you are passionate about arts, music, sports, business, social work, government jobs, politics or anything, go forth, explore and gain experience in your area of passion and cultivate a positive attitude.
