The Nepal Tourism Board has announced a social media reel competition to mark Kukur Tihar 2026, offering a cash prize of Rs 100,000 for the best video entry. The contest was organised at the initiative of Minister for Culture, Tourism and Civil Aviation Khadga Raj Paudel 'Ganesh' and invites participants to create original videos showcasing the festival and the special bond between people and dogs, with entries to be posted on Instagram or Facebook. With the announcement, one of Nepal's most visually distinctive traditions is being placed directly on the digital platforms where millions of people already share and discover content every day.
Rs 100,000 for the Best Reel
At the centre of the announcement is a cash prize of Rs 100,000, which will go to the creator of the best reel. The board has been clear about the nature of the content it wants: participants must produce original videos of their own making, built around the Kukur Tihar festival and the relationship between humans and dogs, rather than reposting existing material.
Entries may be shared on either Instagram or Facebook, two of the most widely used social media platforms in Nepal. The choice of the reel format reflects how short-form video has become one of the most effective tools for storytelling online, capable of carrying music, colour and emotion to viewers across the country and beyond within seconds. For a festival as striking as Kukur Tihar, in which dogs are garlanded, marked with tika and honoured with offerings, the format offers creators rich and readily available material.
A Ministerial Push for Digital Storytelling
The competition was organised at the initiative of Minister for Culture, Tourism and Civil Aviation Khadga Raj Paudel 'Ganesh', signalling an interest at the ministerial level in using digital media to present Nepal's living heritage to a wider audience. Festivals occupy a central place in the country's cultural identity, and encouraging people to film and share their own celebrations effectively turns households, streets and courtyards into windows through which audiences at home and abroad can view Nepali tradition.
The move also aligns with a broader trend in destination promotion, where tourism authorities increasingly complement polished campaigns with user-generated content. Reels made by ordinary participants often carry an authenticity that scripted advertising struggles to match, and a successful entry can travel far beyond its creator's own follower base as viewers share it across their networks. By attaching a significant cash prize to the effort, the Nepal Tourism Board is betting that creators will rise to the occasion.
Kukur Tihar: The Day Dogs Are Worshipped
Kukur Tihar is observed annually as part of Tihar, the five-day festival of lights, which generally falls in October or November. On the day dedicated to dogs, the animals are honoured with marigold garlands, a red tika on the forehead and offerings of food, ranging from milk and biscuits to meat and rice. In Hindu tradition, the dog is regarded as a messenger of Yama, the god of death, and the day serves as an acknowledgment of the animal's loyalty and service.
What makes the celebration especially notable is its inclusiveness toward the animals themselves. Not only pet dogs but also strays on the streets are garlanded and fed, reflecting a cultural outlook that treats the bond between people and dogs as something close to sacred rather than merely practical. Whether guarding homes, herding livestock, working alongside security forces or simply offering companionship, dogs hold an everyday place in Nepali life that the festival formally recognises.
The rituals have long drawn the attention of photographers, filmmakers and travelers, who are captivated by the image of dogs adorned in flowers and vermillion. That visual richness is precisely what the reel contest is designed to capture and carry to new audiences.
What Participants Need to Do
For those hoping to compete, the core requirements set out in the announcement are straightforward:
- Create original content - videos must be made by the participants themselves, not sourced or reposted from elsewhere
- Stick to the theme - reels should showcase the Kukur Tihar festival and the bond between people and dogs
- Post on a designated platform - entries must be shared on Instagram or Facebook
While the announcement centres on these essentials, prospective participants would do well to follow the board's official communications for further details as the festival approaches. For creators, the combination of a ready-made subject, a festival saturated with colour and emotion, and a substantial cash prize presents a rare opportunity to blend cultural celebration with creative recognition.
Modest in administrative terms but broad in potential reach, the contest underscores how Nepal's festivals are increasingly being positioned as digital content as well as ritual. If the winning reel achieves what its organisers hope, images of dogs draped in marigolds will appear on feeds far beyond Nepal's borders, carrying with them the story of a country that sets aside a day each year to honour its four-legged companions.
