Goldiee: Taking a Masala Brand From Trade Fair Stall to Digital Presence

Goldiee entered the Nepal market in a category already crowded with established local and Indian spice brands. The brand needed two things at once: a strong physical-world introduction at a Kathmandu trade fair, and a social media presence that could carry that momentum online after the event ended. Most FMCG brands treat these as separate workstreams - a stall team for the expo, an agency for social - and the two rarely talk to each other. Goldiee needed them to run as one campaign.

What I Was Responsible For

1. Digital stall/exhibition management: Ran the on-ground digital layer of Goldiee's stall at a Kathmandu trade fair - coordinating real-time content capture, visitor engagement material, and the digital touchpoints (QR-driven follow, promotional screens, product demo documentation) that turned a physical booth into content the brand could reuse.

2. Social media marketing: Built and ran a 30-day content calendar for Goldiee's social channels, positioning the brand within Nepal's masala category and using the trade fair as the launch anchor - pre-event hype, live coverage, and post-event follow-through, rather than treating the expo as a one-off event with no digital tail.

• Pre-event: Teased the stall location, product line, and trade fair presence to build anticipation before the doors opened, so visitors arrived already aware of the brand.
• During the event: Captured stall footage, visitor reactions, and product demos in real time, feeding same-day content back into the social calendar instead of banking it for later.
• Post-event: Converted the trade fair into an evergreen content library - recipe-style posts, product-use content, and follow-up messaging so the brand's digital presence didn't go quiet the moment the stall came down.
• Category positioning: Framed Goldiee against the established players (Nepal's masala shelf is dominated by a handful of legacy names) by leaning on freshness, packaging, and everyday-use content rather than trying to out-shout bigger ad budgets.