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Pho 99

A small Vietnamese restaurant founded by Mrs. Thi Kim Cuong (Xiebao) and her husband. She brought with her cherished family recipes, hoping to introduce Kathmandu to the vibrant flavors of her homeland. Initially, the unfamiliar tastes of pho and other Vietnamese dishes met with some hesitation, but Mrs. Kim and her husband&apso;s passion and patience won over locals and expats alike. Pho99 quickly became a Lazimpat institution, a cozy space where people gathered to enjoy authentic Vietnamese cuisine and connect over steaming bowls of pho, making it a beloved testament to the power of good food and heartfelt hospitality.

Content Shoot / Ad Campaign / Social Media Management

The Objective

The primary objective of the campaign was to generate a high volume of quality leads for NIU electric scooters by promoting an irresistible purchase proposition, easy EMI financing, with the added advantage of an easy and hassle-free process. This offer was designed to break the typical purchase hesitation by making ownership both affordable and instantly accessible, appealing directly to the needs of daily commuters and small business owners seeking reliable, cost-efficient transportation.

To achieve this, the campaign was structured to drive widespread reach and brand visibility while strategically converting interest into actionable enquiries at a remarkably low cost per lead (CPL). By pairing a bold, benefit-led message with high-impact creative execution, the initiative aimed to create immediate urgency, capture attention, and maximize lead generation efficiency across the target audience.

Our Strategy

Our strategy centered around a single-minded communication approach, highlighting an irresistible value proposition: “Own your NIU for just 5,000/month. Just 2 days, an easy process.” This clear and compelling message effectively removed both financial and time-related barriers, making the purchase decision simple and attractive for potential buyers.

To capture immediate attention, we used bold Nepali typography with the phrase “Dui Din Ma Scooter Hat Ma,” paired with clean, aspirational visuals showcasing NIU scooters in everyday commuting scenarios. The EMI figure was prominently displayed to position affordability as the campaign’s hero. We leveraged Meta Lead Ads with an optimized, frictionless enquiry process featuring instant forms with minimal fields, ensuring maximum conversions. Our targeting focused on urban daily commuters, small business owners, and delivery riders, people interested in eco-friendly transportation, cost-saving mobility, and electric vehicles

Execution

With the brand strategy in place, we developed a complete visual and verbal identity system that truly embodies Sama’s sophisticated, serene, and intentional spirit. Our work included creating a brand book, investor pitch deck, moodboards, logo system, color palette, and messaging guidelines. These tools provide a cohesive foundation to communicate Sama’s values consistently across all platforms and materials.

 A key element of the design is the bamboo-inspired motif, which symbolizes the brand’s commitment to sustainability and mindful hospitality. Alongside this, the elegant wordmark and carefully chosen typography convey calm luxury and clarity, reflecting the refined yet approachable nature of Sama. Together, these elements bring the brand’s vision to life with clarity and purpose.

The Objective

The primary objective of the campaign was to generate a high volume of quality leads for NIU electric scooters by promoting an irresistible purchase proposition, easy EMI financing, with the added advantage of an easy and hassle-free process. This offer was designed to break the typical purchase hesitation by making ownership both affordable and instantly accessible, appealing directly to the needs of daily commuters and small business owners seeking reliable, cost-efficient transportation.

To achieve this, the campaign was structured to drive widespread reach and brand visibility while strategically converting interest into actionable enquiries at a remarkably low cost per lead (CPL). By pairing a bold, benefit-led message with high-impact creative execution, the initiative aimed to create immediate urgency, capture attention, and maximize lead generation efficiency across the target audience.

The Motif

Perhaps our most significant design decision was the creation of the bamboo-inspired motif.

Our brand motif is inspired by eco printing methods that are practiced in parts of Nepal and India. It is a sustainable
technique that involves transferring the natural colors and shapes of leaves, flowers, and other plant materials onto fabric
or paper. This process creates beautiful, unique designs while being environmentally friendly.

This wasn’t merely a decorative element – it became a powerful symbol of Sama’s commitment to sustainability.

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