At 66 years old, Khukri Rum is far from a new face-or flavour-in Nepal. But tradition hasn’t shielded the brand from a new generational challenge: to younger Nepalis, Khukri risked being “my father’s drink.” To close that gap, Khukri has done something unexpected. Rather than launch a new bottle, the brand dropped a music track, “Mero Khukri”, partnering with outreach agency Outreach Nepal and rising rapper‑producer OMG Spark. The result? A cultural campaign that blends heritage with fresh rhythm to reimagine Khukri as not just a drink, but a piece of personal Nepali identity.
A Campaign Rooted in Identity
Khukri Rum, produced by The Nepal Distilleries Pvt. Ltd. (NDPL), has long been a symbol of Nepali craftsmanship and national pride. But as the brand leadership saw it, its strength, tradition, also posed a risk: younger consumers might see Khukri as a relic of the past.
To reimagine itself, NDPL, under the guidance of CMO Varsha Perera, teamed up with Outreach Nepal and OMG Spark to craft “Mero Khukri.” The word Mero, meaning “mine” in Nepali, is central: the campaign encourages people to own Khukri as part of their life, style, heritage, and community.
“For younger Nepalis, it risked being seen as ‘my father’s brand,’” reads the campaign brief. “Khukri Rum is not just a drink, it is part of Nepal’s history … With Mero Khukri, we are giving that history a new rhythm – one that connects with the confidence, creativity and pride of today’s generation.” – Varsha Perera, CMO, NDPL
“Khukri’s story is Nepal’s story – proud, rooted and ready to evolve. … With Mero Khukri, we wanted to turn heritage into energy, tradition into rhythm and pride into movement.” – Ujaya Shakya, Founder, Outreach Nepal
The Creative Core: Music as a Bridge
At its heart, the campaign is powered by an original track from OMG Spark, which fuses traditional Nepali instruments with hip-hop production. The aim: to create an anthem that feels nostalgic yet contemporary. The music video was premiered at Club XO in Kathmandu, drawing in influencers, creators, and media, then rolled out across YouTube, Instagram, Facebook, and TikTok. The visuals lean into lo-fi, gritty, cinematic aesthetics: rooftop jam sessions, Kathmandu alleyways, and real Nepali faces rather than staged models. This isn’t just a marketing play. It’s designed as a movement, an identity statement.
A Strategic Rebrand for a Legacy Business
This campaign is more than art: it’s strategic. Khukri Rum, made by NDPL (established in 1959), has been exported globally and holds cultural weight in Nepal. The move to reframe Khukri as part of youth culture offers a way to future-proof the brand while honoring its roots. Outreach Nepal’s leadership — including CEO Noor Shrestha, Creative Director Binaya Lamichhane, and Head of Strategic Planning & Communication Shiv Prakash Sharma — worked closely with NDPL’s marketing team to strike the balance between authenticity and modern relevance. By weaving together pride, personal belonging, and heritage, the campaign encourages a “Mero Life, Mero Style, Mero Heritage, Mero Tribe” ethos, all centered around “Mero Khukri.”
Why This Matters: More Than Just Brand Relevance
What Khukri is doing isn’t unique in global terms, brands often reimagine their identity to appeal to younger audiences. What makes this notable, especially in Nepal, is how deeply it leans into cultural expression and national pride.
- Cultural Resonance
By using Nepali language (“Mero”), local sounds, and genuine Nepal imagery, Khukri is reclaiming its heritage. It’s decentralizing its image from being just a legacy liquor to being woven into the fabric of modern Nepali life. - Responsible Reinvention
Instead of chasing attention with gimmicks, Khukri honors its history while inviting a new generation into its story. That’s smart, not erasing the past, but renewing it. - Industry Shift
The campaign signals a shift in Nepal’s spirits industry: heritage brands don’t have to remain stuck in time. With creativity, they can engage new consumers without sacrificing authenticity.
Challenges and Risks
This isn’t without risk. Here are some of the potential pitfalls:
- Brand Dilution: In trying to be “youthful,” Khukri might alienate long-time loyalists who cherish its traditional identity.
- Cultural Backlash: Some may see combining alcohol with youth culture and nationalism as controversial, potentially sparking critique.
- ROI Uncertainty: While campaigns like these are powerful, measuring whether it drives sales (especially in regulated markets) vs. just generating buzz can be difficult.
Bigger Picture: What This Says About Nepal’s Future
Khukri’s “Mero Khukri” campaign isn’t just about one brand; it’s a window into how Nepali companies are navigating modernization. It reflects a broader trend: heritage institutions rethinking how they connect with younger Nepalis who are more globally aware yet deeply rooted in local identity.
This move could inspire other legacy brands – in spirits or beyond, to rethink how they speak to new audiences without losing what gave them meaning in the first place.
Final Thoughts: More Than a Rum – a Rhythmic Rebirth
Khukri Rum’s “Mero Khukri” is more than a marketing stunt. It’s a cultural reset: a way for a 66-year-old brand to insist that it isn’t just part of Nepal’s past, but very much part of its present and future. By speaking through music, authenticity, and identity, Khukri is betting on belonging.
It leaves you wondering: in a world where brands try to speak your language, who gets to own what your stories mean? And for Nepalis, what does it mean to claim tradition as your own, with a beat?
