In the world of branding and image management, especially within politics, social media has become a game-changer. Crafting and maintaining a political figure’s public persona now demands not only traditional strategies but also a savvy digital approach. Prime Minister of Nepal KP Sharma Oli and his core team are acutely aware of this reality. Known for his commanding presence and traditional charisma, Oli has skillfully built a personal brand centered on strength and courage. Even from a non-verbal communication perspective, his assertive body language, attire, and grooming have established an image of authority and a powerful personality.
However, as societal values evolve and Generation Z becomes a more influential demographic, Oli’s established political brand risks appearing out of touch. The challenge for his PR team is to bridge the gap between his traditional political image and the expectations of today’s youth. This task requires more than just a visual update; it involves a genuine alignment with the values and aspirations of the new generation. As Oli navigates this transition, his team must innovate while remaining true to the core attributes that have defined his political identity. Traditional PR strategies may need to evolve to ensure Oli stays relevant and impactful in modern politics.
Oli’s political persona, once a symbol of national pride, has had a significant impact throughout his career. His first tenure as Prime Minister was marked by notable achievements, such as his effective leadership during the 2015 earthquake, which earned him widespread praise for his decisive actions in a time of crisis. Additionally, his firm stance against the South Blockade showcased his ability to navigate complex international relations and bolstered his image as a strong leader committed to Nepal’s sovereignty. These achievements helped him gain considerable support from Nepali citizens and established him as a key figure in national politics.
Before these milestones, Oli’s political trajectory was seen as inspiring due to his principled stands on various political issues and his role in the formative years of his party. His early career and political anecdotes captured the imagination of many, positioning him as a significant player in Nepal’s political landscape.
However, the political landscape has evolved, and the advantages he once enjoyed are not as easily attainable in his current role. Shifts in public trust and changing youth aspirations have altered the dynamics of political support. The once-strong connection between Oli’s leadership and the aspirations of the younger generation has weakened, reflecting broader changes in political engagement and priorities.
Yet today, KP Sharma Oli still remains a figure and a strong leader among his peers. However, his conventional PR management and social media strategies appear increasingly disconnected from the evolving priorities of the younger generation. Nepal’s Generation Z, characterized by its digital fluency and emphasis on innovation, inclusivity, and authenticity, demands a different kind of engagement from its political leaders—an area where Oli has struggled to adapt.
This disconnect was starkly highlighted at a recent National Youth Conclave, where Parakram Rana, a social media influencer and Gen Z leader, asked Oli about his views on the LGBTQIA+ community. As Prime Minister, Oli should have positioned himself as a supporter of marginalized communities. However, he admitted his lack of understanding of LGBTQIA+ issues in response to the question. The tone of Oli’s remarks at this event was notably uninspiring. This revelation exposed a significant gap between the government’s understanding and the nation’s progressive stance on LGBTQIA+ rights. Despite Nepal’s constitutional recognition of LGBTQIA+ rights, Oli’s comments were seen as a superficial engagement with these critical issues. This gap in awareness at the highest levels of government raises concerns about potential setbacks in the ongoing struggle for equality.
Look at another instance, The recent surge in young people unfollowing Prime Minister KP Sharma Oli’s Facebook page underscores a significant shift in public sentiment and highlights the growing tension between Kathmandu Mayor Balen Shah and the Prime Minister. Shah, popular among Generation Z, is challenging established political figures like Oli, revealing a disconnect between traditional leadership and youth aspirations.
Shah’s rise to prominence among Generation Z is not an accident. He has precisely crafted a persona that resonates with the younger generation, capitalizing on their dissatisfaction with traditional politics. His frequent public confrontations on social media with established figures, notably Prime Minister Oli, seem less like random outbursts and more like calculated moves designed to draw a clear contrast between himself and the established political elite.
By openly taking on high-profile leaders like Oli, Shah signals a departure from the conventional political norms that have dominated Nepal for decades. His approach reflects a keen understanding of the youth’s frustrations and aspirations—a generation that increasingly views traditional political figures as out of touch.
The conflict between a mayor and a prime minister, rarely seen before, indicates Shah’s strategic move to assert his position. Oli’s team appears unable to grasp this new reality, highlighting the need for a reassessment of strategies to stay relevant in a changing political landscape.
As the political scene unfolds, Prime Minister Oli and his team face the daunting task of adapting to this new dynamic. The conflict between Shah’s emerging leadership and Oli’s established authority not only reflects a broader generational shift but also serves as a reminder of the need for seasoned leaders to reassess their strategies in the face of evolving public sentiments. The outcome of this strategic struggle will likely shape the future of Nepalese politics, as new leaders like Shah seek to redefine the landscape while established figures like Oli grapple with maintaining their relevance in a rapidly changing world.
KP Sharma Oli’s brand management and image-building efforts are now front and center in his third term as Prime Minister. Understanding the immense power of social media, Oli’s team has been meticulously curating content to enhance his public image. This became particularly evident when they seized upon a viral story that recently captivated the nation.
On August 24, 2024, the episode of Herne Katha titled “Harayeka Barsha Haru” (The Lost Years) brought the tragic story of Prakash Tamang into the limelight. Tamang, who spent 34 years lost in Tsum, Gorkha, became the focus of widespread media attention. While Tamang’s story, with its deep emotional impact, resonated strongly with viewers, Oli’s intense focus on this single narrative on his Facebook page has sparked considerable debate. The Prime Minister’s frequent posts and comments about Tamang’s plight have been seen by some as a strategic attempt to polish his image rather than address broader systemic issues.
The role of a Prime Minister extends beyond engaging in social media trends or amplifying individual stories. It involves tackling widespread issues with meaningful policy responses and driving substantial reforms. By fixating on a single poignant case for image-building purposes, there is a risk of overshadowing other pressing concerns and numerous untold stories of hardship that require attention. This strategy, while possibly effective in short-term image enhancement, raises questions about the priorities and effectiveness of leadership in addressing the full spectrum of the nation’s challenges.
Look at another example that Prime Minister KP Oli’s directive to Kulman Ghising, Executive Director of the Nepal Electricity Authority (NEA), aimed to resolve power shortages impacting industries by addressing disputes over dedicated feeder and trunk lines. This move was intended to support the business community and stabilize the economic environment. However, the situation became complicated due to the strong public and social media support for Ghising, who had significantly reduced load shedding from 18 hours to nearly zero. Ghising’s achievements had earned him considerable admiration, which was amplified on social media platforms.
Despite Oli’s well-intentioned efforts, his social media war room struggled to manage the narrative effectively. The overwhelming positive sentiment towards Ghising created a disconnect between the Prime Minister’s political objectives and public opinion. This challenge highlights how modern political strategies can be undermined by the powerful influence of social media, where public perception and media narratives can overshadow even the most well-planned administrative actions.
In his third term as Prime Minister, KP Sharma Oli seems to have reinvented himself as a motivational speaker, espousing moral values and personal growth. Yet, this rebranding effort feels increasingly disconnected from the pressing concerns and aspirations of today’s youth. Oli’s focus on preaching values derived from his own experiences overlooks a fundamental shift in Nepal’s political landscape.
Emerging generations, including Generation Z and Generation Alpha, are not inspired by conventional political rhetoric. They are more influenced by global innovators like Elon Musk, whose disruptive and transformative approach has captivated the world. Unlike these trailblazers, Oli’s approach—characterized by repetitive social media posts and image-building exercises—misses the mark with young Nepalese who crave genuine change and innovation.
Oli’s attempts to align himself with contemporary values fall flat when faced with a generation that is redefining leadership and engagement. His focus on image management rather than addressing systemic issues reveals a critical disconnect. To remain relevant, Oli must move beyond superficial gestures and engage meaningfully with the transformative ideas and aspirations of Nepal’s younger generations. The challenge is not merely to adapt to changing trends but to genuinely connect with the evolving expectations of a dynamic and forward-thinking youth.
Furthermore, the digital engagement strategies employed by Oli’s administration often appear to be more about maintaining control over the narrative rather than fostering open dialogue. This is evident in the way his team handles social media, where the emphasis is on projecting strength and stability rather than engaging in meaningful conversations with the public, particularly the youth. This approach can lead to a perception of disconnect, where the leader is seen as distant and unrelatable, especially by those who value transparency and authenticity.
For KP Sharma Oli, the path forward requires more than just maintaining his established brand; it necessitates a genuine effort to understand and align with the aspirations of Generation Z. This could mean adopting more progressive policies, embracing innovation, and being willing to engage in open, transparent dialogue with the youth. Only by bridging this generational divide can Oli ensure that his leadership remains relevant and effective in the years to come.
In conclusion, while KP Sharma Oli remains a powerful political figure with a well-established brand, his struggle to connect with Generation Z highlights a critical weakness in his current approach. As Nepal continues to evolve, so too must its leaders if they are to remain influential and effective. The challenge for Oli will be whether he can adapt his leadership style to meet the needs of a new generation that values authenticity, innovation, and progressive change.
Seshraj Bhattarai is the President of the Educational Consultancy Association of Nepal (ECAN), Managing Director of Orbit International Education, and hosts The Morning Show on Image TV, where he delves into contemporary issues such as politics, diplomacy, business, and the economy. Bhattarai holds a Master’s degree in Mass Communication and Journalism (MAMCJ).
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