[Audio] This presentation explores how Coca-Cola Nepal adapted its global brand strategy to engage with the local audience during two major cultural festivals—Dashain and Tihar—by navigating cultural differences and communication practices in Nepal.. 

Scene 1

Intercultural Dynamics in Digital Advertising:

A white text on a black background

Description automatically generated

The Case of Coca-Cola's Dashain and Tihar Campaign in Nepal

[Audio] Coca-Cola launched this digital campaign during the Dashain and Tihar festivals, aiming to connect with Nepalese traditions of family, celebration, and unity. The campaign focused on leveraging digital platforms to engage with the Nepalese audience, while maintaining Coca-Cola's global identity. The analysis focuses on how Coca-Cola used cultural communication strategies and digital tools to appeal to local audiences in Nepal.. 

Scene 2

Coca-Cola launched a digital campaign in Nepal during the Dashain and Tihar festivals, two of the most significant cultural celebrations in Nepal.
 The campaign aimed to connect Coca-Cola with these cultural traditions of family, togetherness, and celebration.
 This analysis evaluates how Coca-Cola’s campaign navigated cultural differences using digital platforms and intercultural communication strategies.

A group of people standing outside with drinks

Description automatically generated

Image Source: https://www.facebook.com/CocaColaNPL

[Audio] Nepal is considered a high-context culture, meaning communication relies heavily on implicit messages, shared traditions, and symbols. In the case of Coca-Cola's campaign, rather than relying on explicit messaging, they used visual storytelling and familiar cultural symbols—like family gatherings, tika ceremonies, and diya lighting—to connect with the audience. This high-context approach allowed Coca-Cola to resonate with the cultural expectations of Nepalese people, who value indirect communication and symbolism in their daily lives.. 

Scene 3

Nepal is a high-context culture, meaning communication is largely implicit, relying on shared traditions, social norms, and symbolism.
 Coca-Cola’s campaign used visual storytelling, such as family gatherings and festive rituals like tika and diya lighting, to communicate with the Nepalese audience without relying heavily on verbal messages.
 Coca-Cola successfully used culturally rich images to resonate with the audience, following the high-context communication model where less explicit messaging is needed.

gic
Coca-Cola is a registered trademark Of The Coca-Cola

[Audio] Examining the campaign through Hofstede's Cultural Dimensions. Nepal is generally collectivist, meaning family and community are prioritized. Coca-Cola's campaign reflected this by showcasing multigenerational families celebrating together. The campaign also aligned with Nepal's long-term orientation, focusing on traditions and cultural continuity. Coca-Cola minimized uncertainty avoidance by sticking to familiar rituals that the audience could relate to, helping the brand build trust.. 

Scene 4

Cultural Context:
Hofstede’s Cultural Dimensions

Collectivism vs. Individualism: Nepalese places importance on family, community, and collective well-being. Coca-Cola portrayed multigenerational family gatherings during Dashain & Tihar, emphasizing togetherness.
 Long-Term Orientation: The campaign emphasized continuity, tradition and cultural values, which are central to Nepalese Culture.
 Uncertainty Avoidance: By adhering to familiar rituals and traditions, Coca-Cola minimized uncertainty, fostering a sense of familiarity and trust with the audience.

Chart generated via: https://www.theculturefactor.com/country-comparison-tool

Dimension Power Distance Individualism Motivation towards Achievement and Success Uncertainty Avoidance Long Term Orientation Indulgence 65 30 40 40 0 0

[Audio] Nonverbal communication played a key role in Coca-Cola's campaign. The choice of red and gold colors—symbolizing prosperity and happiness—was a conscious effort to tap into the cultural significance of these hues during celebrations. Additionally, Coca-Cola used traditional attire and familiar rituals, like tika application and diya lighting, which are central to Nepalese festivals. These symbols not only made the campaign feel authentic but also helped establish an emotional connection with the audience.. 

Scene 5

Color Symbolism: Red and Gold, which are dominant in the ads, are colors of prosperity, good fortune, and joy in Nepali culture.
 Traditional Imagery: Coca-Cola integrated traditional Nepali attire, tika ceremonies, and the lighting of diyas in its advertisements which are significant cultural symbols representing familial bonds and auspicious beginnings.
 The use of nonverbal cues such as color, attire, and rituals created an emotional connection without needing a lot of text.

[Audio] The emotional storytelling used in the campaign was highly effective in evoking a sense of belonging and nostalgia, particularly through the depiction of family reunions during the festivals. Also, Coca-Cola engaged younger audiences by using social media contests that encouraged people to share their festive moments with the brand. Finally, the cultural authenticity of the campaign, thanks to its integration of Nepali traditions, strengthened Coca-Cola's relevance in the local market.. 

Scene 6

Emotional Storytelling: The campaign’s focus on family reunions and festive moments evoked strong emotional responses, fostering a sense of belonging.
 Engagement Through Digital Platforms: Coca-Cola encouraged social media users to share their festive moments with the brand via contest and hastags campaigns, driving engagement.
 Cultural Authenticity: The use of traditional Nepalese symbols and rituals strengthened Coca-Cola’s authenticity, portyaying the brand as culturally sensitive and relevant.

COE'.
Reat4v1agf&
Carb«uted Coca-Cota is a tradenurk of The

[Audio] However, the campaign faced several challenges. One of the main issues was cultural exclusivity—by focusing solely on Dashain and Tihar, the campaign didn't account for other religious or cultural groups in Nepal, which could alienate non-Hindu communities. Another challenge was the perceived commercialization of sacred traditions; some viewers felt that Coca-Cola was exploiting cultural rituals for marketing purposes. Lastly, while the campaign resonated with older, more traditional audiences, it lacked elements that could appeal to the modern, globally-oriented youth, which may have risked alienating this demographic.. 

Scene 7

Cultural Exclusivity: The campaign focused heavily on Dashain and Tihar, potentially excluding minority communities and non-Hindu audiences.
 Over-Commercialization of Traditions: Some Nepalese audiences felt that Coca-Cola was commercializing sacred rituals, which could cause backlash. 
 Balancing Modern and Traditional Values: While traditional values were heavily featured, the campaign did not do enough to resonate with modern, globalized Nepalese youth, risking alienation.

[Audio] To address these challenges, Coca-Cola could take several steps in future campaigns. First, by including other cultural festivals like Eid or Losar, Coca-Cola could appeal to a more diverse audience in Nepal. Second, blending modern and traditional themes would help attract both younger, urban audiences and more traditional groups. Incorporating influencers who are culturally relatable could make the content more authentic. Lastly, Coca-Cola could introduce interactive features, like augmented reality filters, to increase engagement.. 

Scene 8

Broader Cultural Representation: Future campaigns should incorporate other cultural festivals like Eid or Lhosar to appeal a more diverse audience.
 Blending Modern and Traditional Themes: Need to include elements that reflects modern urban celebrations alongside traditional ones to appeal to younger audiences.
 Localized Influencer Collaborations: Partner with regional influencers to create more relatable and authentic content.
 Interactive Digital Features: Need to integrate AR tools that allow users to engage with the brand in fun, interactive ways (e.g. virtually applying tika).

Submitted by: Kritan Rajbhandari. Subject: Intercultural Communication. 

Scene 9

This presentation explores how Coca-Cola Nepal adapted its global brand strategy to engage with the local audience during two major cultural festivals—Dashain and Tihar—by navigating cultural differences and communication practices in Nepal.

avatar

Coca-Cola launched this digital campaign during the Dashain and Tihar festivals, aiming to connect with Nepalese traditions of family, celebration, and unity. The campaign focused on leveraging digital platforms to engage with the Nepalese audience, while maintaining Coca-Cola's global identity. The analysis focuses on how Coca-Cola used cultural communication strategies and digital tools to appeal to local audiences in Nepal.

 Image Source: https://www.facebook.com/CocaColaNPL 

slide2-hotlink12

Nepal is considered a high-context culture, meaning communication relies heavily on implicit messages, shared traditions, and symbols. In the case of Coca-Cola's campaign, rather than relying on explicit messaging, they used visual storytelling and familiar cultural symbols—like family gatherings, tika ceremonies, and diya lighting—to connect with the audience. This high-context approach allowed Coca-Cola to resonate with the cultural expectations of Nepalese people, who value indirect communication and symbolism in their daily lives.

slide3-hotlink12

Examining the campaign through Hofstede's Cultural Dimensions. Nepal is generally collectivist, meaning family and community are prioritized. Coca-Cola's campaign reflected this by showcasing multigenerational families celebrating together. The campaign also aligned with Nepal's long-term orientation, focusing on traditions and cultural continuity. Coca-Cola minimized uncertainty avoidance by sticking to familiar rituals that the audience could relate to, helping the brand build trust.

 Chart generated via: https://www.theculturefactor.com/country-comparison-tool  

slide4-hotlink12

Nonverbal communication played a key role in Coca-Cola's campaign. The choice of red and gold colors—symbolizing prosperity and happiness—was a conscious effort to tap into the cultural significance of these hues during celebrations. Additionally, Coca-Cola used traditional attire and familiar rituals, like tika application and diya lighting, which are central to Nepalese festivals. These symbols not only made the campaign feel authentic but also helped establish an emotional connection with the audience.

slide5-hotlink12

The emotional storytelling used in the campaign was highly effective in evoking a sense of belonging and nostalgia, particularly through the depiction of family reunions during the festivals. Also, Coca-Cola engaged younger audiences by using social media contests that encouraged people to share their festive moments with the brand. Finally, the cultural authenticity of the campaign, thanks to its integration of Nepali traditions, strengthened Coca-Cola's relevance in the local market.

slide6-hotlink12

However, the campaign faced several challenges. One of the main issues was cultural exclusivity—by focusing solely on Dashain and Tihar, the campaign didn't account for other religious or cultural groups in Nepal, which could alienate non-Hindu communities. Another challenge was the perceived commercialization of sacred traditions; some viewers felt that Coca-Cola was exploiting cultural rituals for marketing purposes. Lastly, while the campaign resonated with older, more traditional audiences, it lacked elements that could appeal to the modern, globally-oriented youth, which may have risked alienating this demographic.

To address these challenges, Coca-Cola could take several steps in future campaigns. First, by including other cultural festivals like Eid or Losar, Coca-Cola could appeal to a more diverse audience in Nepal. Second, blending modern and traditional themes would help attract both younger, urban audiences and more traditional groups. Incorporating influencers who are culturally relatable could make the content more authentic. Lastly, Coca-Cola could introduce interactive features, like augmented reality filters, to increase engagement.