BeanstalkAsia bags digital & creative mandate for Miss Nepal

The agency will be working closely with the franchise owners The Hidden Treasure to refresh the beauty pageant brand ‘Miss Nepal’ and aim to develop its global salience.

BeanstalkAsia has been given the creative and digital marketing mandate for the Miss Nepal 2020 franchise of The Hidden Treasure that was established in 1995 by the Kathmandu Jaycees.

The agency will be working closely with the franchise owners to revamp the brand Miss Nepal 2020 in Nepal and aim to develop its global salience through a brand refresh exercise across various touchpoints, creating strategic partnerships and alliances, and a robust digital marketing strategy.

Upendra Singh Thakur, Founder, Beanstalk Asia, further added, “The Miss Nepal property is not a mere beauty pageant, it is a platform that produces brand ambassadors for Nepal and therefore it needs to attract talented young women from all walks of life and not only aspiring models. Besides refreshing the brand image of Miss Nepal, we will also be looking at strategic alliances with brands and services and their seamless integration to give this property a new impetus.”

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Speaking about the mandate, Subodh Thapa – Head of Business, Strategy, and Planning, BeanstalkAsia Nepal, said, “The Miss Nepal property completed 25 years last year and has progressed extremely well over the years. We are excited to work closely with The Hidden Treasure to create the much-needed attractiveness and glamour for this beauty pageant in Nepal and make it appealing to the global mindset of youth today.”

Diwakar Rajkarnikar, Chairman, The Hidden Treasure, said, “Miss Nepal is the biggest beauty pageant in Nepal and is an annual event held in Kathmandu. Earlier, Nepal remained unrepresented in the international beauty pageants. However, over the years the property has made tremendous progress and today our young Nepali ladies are getting premier opportunities to represent Nepal abroad. The winners of this pageant represent our country in international pageants such as Miss World, Miss Earth, Miss International, and Miss Supranational. The Hidden Treasure is the official license holder of all these international pageants.”

Pramod Ratna Kansakar, Promoter, The Hidden Treasure, further added, “We are happy to have BeanstalkAsia onboard as our creative and digital partner and are looking at their expertise to refresh and reposition our brand in the offline and online space and to build its attractiveness in Nepal as well as in the global scenario. We find BeanstalkAsia to have the unique ability to develop a seamlessly integrated marketing strategy with a strong impetus on Digital, that can take the pageant to new heights.”