Marketing: Manipulation, Desire, and Persuasion – Guest Session with Mr. Ujaya Shakya at Embark College

Embark College hosted an insightful and thought-provoking industry-linked guest session on 7th January 2026 for students enrolled in the Beyond Profit module of the MBA Third semester program. The session, titled “Marketing: Manipulation, Desire, and Persuasion,” was delivered by Mr. Ujaya Shakya,
one of Nepal’s most prominent marketing thought leaders, entrepreneurs, and branding experts. As the
Founder of Outreach Nepal, author of the influential books Brandsutra and Brandsutra 2.0, First Vice
President of the Advertising Association of Nepal, and a seasoned practitioner with over two decades of
experience in strategic communication and brand building, Mr. Shakya brought unparalleled real-world
depth to the discussion. His session challenged students to critically examine the ethical boundaries of
marketing in a profit-driven world while exploring how desire, persuasion, and even subtle manipulation
shape consumer behavior and societal outcomes.

The lecture began by reframing marketing not merely as a tool for selling products but as a powerful
force that taps into human psychology, emotions, and aspirations. Mr. Shakya delved into the core
mechanisms of persuasion, drawing from classic theories such as Robert Cialdini’s principles of influence (reciprocity, scarcity, authority, consistency, liking, and social proof) and extending them into modern digital contexts. Students explored how brands create and amplify desire—transforming basic needs into perceived necessities through storytelling, emotional branding, aspirational imagery, and sensory appeals. He illustrated this with Nepali and regional examples, showing how local campaigns have evolved from straightforward product promotion to sophisticated narratives that evoke pride, belonging, identity, and even fear of missing out (FOMO).

A central theme was the fine line between ethical persuasion and manipulation. Mr. Shakya candidly
discussed tactics that border on—or cross into—deception: exaggerated claims in advertising,
engineered scarcity (e.g., “limited stock” alerts that aren’t truly limited), dark patterns in digital
interfaces designed to nudge users toward purchases, and the use of behavioral data to exploit
vulnerabilities. He emphasized that in an era of big data, AI-driven targeting, social media algorithms,
and influencer ecosystems, marketers wield unprecedented power to shape desires at scale. For Beyond
Profit students, who study business models that prioritize social impact, sustainability, and ethical value
creation this perspective was particularly relevant. Mr. Shakya posed challenging questions: Can
marketing ever be truly “beyond profit” if its core function is to stimulate consumption? How do we
balance commercial success with responsibility toward consumers and society?

The session included vivid case studies from Nepal’s evolving marketing landscape, where Mr. Shakya has been instrumental in shifting the industry toward research-driven, consumer-centric, and culturally
resonant strategies. He highlighted how Outreach Nepal has helped brands move beyond traditional ads
to integrated 360-degree campaigns encompassing digital marketing, activations, rural outreach, brand
strategy, and below-the-line (BTL) efforts. Drawing from his books Brandsutra (a practitioner’s guide to
branding and advertising) and the recently released Brandsutra 2.0 (which places South Asian contexts at the center of global brand-building discussions), he shared insights on creating authentic connections
rather than coercive ones. He also touched on his broader contributions, such as advocating for industry
codes of conduct through the Advertising Association of Nepal, speaking at international forums, and
even conceptualizing national initiatives like “Brand New Nepal” to reposition the country’s global image
through governance, economy, and reputation alignment.

Beyond techniques and tools, the lecture encouraged deep ethical reflection. Mr. Shakya referenced his
own transformative experiences including a month-long monastic retreat that offered lessons in
mindfulness, detachment, and purpose which he has applied to the creative and marketing industries.
He urged students to consider the societal consequences of unchecked persuasion: overconsumption,
environmental strain, mental health impacts from constant comparison, and the risk of eroding trust
when manipulation is exposed. At the same time, he presented positive pathways using persuasion for
good, such as promoting sustainable behaviors, financial inclusion, public health campaigns, or social
enterprises that align profit with purpose. In Nepal’s context, where rapid digital adoption meets diverse
socio-economic realities, responsible marketing can empower underserved communities while avoiding
exploitation.

Mr. Ujaya Shakya’s credentials lent exceptional credibility and inspiration. Founding Outreach Nepal in
2003, he has led the agency to become a benchmark in Nepal’s MarCom (Marketing Communications)
ecosystem, working across brand strategy, digital, media planning, and social development. With more
than 23 years in the field, he has mentored generations of marketers, served as a jury member and
speaker at regional and global events, contributed columns to major publications, and authored works
that blend theory with South Asian practicality. His TEDx talk on resilience (“It’s not how you start—it’s
how you finish”) and other public engagements reflect his passion for innovation, persistence, and
ethical leadership.

The session wrapped up with an interactive Q&A, where students debated career paths in ethical
marketing, the role of regulation in curbing manipulative practices, and how future business leaders can
design campaigns that persuade responsibly. Many reflected on integrating “beyond profit” principles
into persuasion strategies focusing on value creation, transparency, and long-term societal benefit over
short-term gains.

Overall, this guest lecture at Embark College enriched students’ understanding of marketing’s dual
nature: as a driver of desire and economic activity, yet also a domain requiring moral vigilance. By
bridging classroom concepts with industry realities, Mr. Shakya equipped MBA learners with critical tools
to navigate and shape the evolving world of persuasion. Embark College continues its dedication to such
high-impact, industry-connected experiences, preparing graduates not just to succeed in business, but to do so with integrity, awareness, and a commitment to positive change.