COCA-COLA® announces Dashain Campaign “Sambandha Utsav Swad Sanga”

Kathmandu, September 15th 2022 – The most loved beverage in Nepal, COCA-COLA® has announced its new Dashain Campaign titled, “Sambanda Utsav Swad Sanga” which implies that Dashain is a time when families come together to enjoy, share meals and deepen the family bonds. After all, the joy of Dashain is to rejoice in magical moments and emotions in our lives with our loved ones.

Dashain has been at the heart of COCA-COLA®’s marketing and consumer campaigns for several years and every year COCA-COLA® introduces a unique and heartwarming theme for consumers to resonate with. 

To make it more special, COCA-COLA® has introduced 5 new labels which carries illustrations of artworks representing Dashain in Nepal. The artworks include activities like kite flying, putting on Tika, eating with family, Ping (Dashain Swing) and Deusi Bhailo celebrations.

Speaking about the campaign, Mr. Adarsh Avasthi, Country Director of COCA-COLA® in Nepal shared, "I am very excited about the theme for this year “Sambandha Utsav Swad Sanga” as it perfectly reflects what Dashain is all about- it is a celebration of relationships, coming together and bonding over the best tasting food that is prepared for Dashain. With the Dashain special Coke bottles, we wish our consumers many magical moments of togetherness and may everyone cherish the memories of the festivities”

Along with the labels, COCA-COLA® has also launched a new television commercial featuring brand ambassador Swastima Khadka. In the TVC, Swastima gets hold of her late grandmother's recipe book, and starts her festive preparations. Throughout the video, we hear the narration of her grandmother reciting the recipe for Dashain where she talks about how people are the key ingredients of Dashain and when they come together, that is when the real magic happens. The TVC also carries the song “Sambandha Utsav” sung by popular singer Swoopna Suman.

Mr. Pradip Pandey, Managing Director of Bottlers Nepal Limited shared, "Dashain is the biggest festival in Nepal and the same goes for Coke. Each year we look forward to this time and share the heartwarming campaign that we have come up with for our consumers. We hope the tagline “Sambandha Utsav Swad Sanga” resonates with our consumers and inspires them to make this Dashain more special and memorable, when celebrating with their friends and family.”

As food is a huge part of Dashain, COCA-COLA® has collaborated with the BBC Master Chef Professionals winner, Santosh Shah who has curated 5 recipes which are perfect for the festival. To get the recipes, consumers can simply scan the QR code on the labels of Coke bottles or find recipe videos on the Facebook and Instagram pages of COCA-COLA® Nepal. Consumers can also participate in the cooking contest by uploading videos of their food on their social media and tag COCA-COLA® Nepal and Chef Santosh Shah. Three lucky winners will get a chance to meet and greet the celebrated chef.