Life style
Pramukshi: Storyteller, strategist, success builder
With over 15 years of experience shaping leading hospitality and lifestyle brands across Sri Lanka, the Maldives, and the UAE, Pramukshi Kariyawasam is an award-winning marketeer and PR strategist whose influence goes far beyond conventional campaigns. Beginning her career in PR at Cinnamon Hotels & Resorts, she quickly rose through the ranks, mastering the balance between brand positioning, strategic partnerships, and digital innovation.
Today, Pramukshi leads with a vision that fuses creativity, strategy, and a deep understanding of consumer behavior. Her ability to transform brand narratives into powerful lifestyle experiences has positioned her as one of the region’s most dynamic communication leaders.
Behind the titles and accolades lies a communicator at heart — someone who believes that brands must not only sell, but also connect, inspire, and tell authentic stories.
As she sits down with us, she shares insights into her journey, her philosophy of storytelling, and her vision for the future of marketing.
You’ve been recognised as an award-winning marketing and PR professional in the Middle East. Can you walk us through your journey and what shaped your voice as a brand storyteller?
When I first arrived in the Middle East, while I brought years of hospitality marketing expertise, I knew the media landscape here operated very differently from Sri Lanka or the Maldives. So, I made a deliberate choice to learn fast — immersing myself in the region’s media culture, building relationships from scratch, and understanding how influencer engagement, press relationships, and brand positioning play out differently here.
At Shangri-La Dubai, I was starting fresh with a legacy brand, much like the ones I’d handled in Sri Lanka and the Maldives. I’ve always treated brands as personalities — each with their own quirks, tone, and emotional pull. That mindset shapes how I tell their stories: with empathy, with boldness, and with a focus on truth. I don’t believe in quick wins; I believe in consistent, strategic storytelling that reinforces a brand’s positioning until it becomes second nature to its audience.
Over time, the campaigns I led weren’t just about visibility — they built brand equity. That intentionality, combined with my passion for the brands I represent, is what has made me the storyteller that I am.
What first drew you into hospitality marketing? Was there a defining moment or project?
My entry into hospitality was almost accidental. But what I didn’t expect was to find an industry that matched my personality perfectly — ever-evolving, dynamic, and brimming with creativity. It was a natural fit.
Once I became professionally qualified in marketing, the connection deepened. I realised I could marry my skills with my passion to create campaigns that didn’t just build awareness but drove tangible results — revenue, loyalty, and long-term brand equity.
Over the years, I’ve led countless campaigns, but some of the most rewarding came during COVID-19. In Sri Lanka, with borders closed, I focused on the domestic market — micro-segmenting audiences and creating tailored offers for different local personas, which resulted in strong bookings despite the odds. In the Maldives, where we were one of the first destinations to reopen, we launched an emotional, storytelling-led comeback campaign that reminded repeat guests why our resorts felt like home.
Another defining experience was leading two major rebranding exercises for Cinnamon Hotels & Resorts — in 2014 and again in 2022. Seeing the brand’s personality evolve over time, and having the privilege to shape it to stay relevant, was both a creative and strategic challenge that reinforced why I love what I do.
What does the term ‘brand storytelling’ mean to you in the context of hotels and resorts?
To me, brand storytelling in hospitality is about translating a property’s soul into a feeling — and then expressing that feeling consistently across every guest touchpoint. From the tone of a confirmation email to the visuals in a video to the scent in the lobby — it all tells a story. Great storytelling goes beyond features; it creates belonging. It’s not about saying “we have a pool,” but, more like “here, mornings are slow, serene, and sacred.”
How do you approach branding for a hospitality property? Where do you begin?
I always begin by listening — to the product, the people, and the guests. I look for emotional anchors: what is unique about this place, and how it makes people feel. Then I work backward to define the brand’s personality, voice, tone, and visual world. The aim is to build a consistent brand narrative that lives across digital, operational, and experiential layers — while being agile enough to evolve.
How do you ensure that marketing strategies remain authentic to the brand identity while still being adaptable to different markets?
The key is having a clearly defined brand DNA. Once you know who you are at your core, adapting for different markets becomes a matter of cultural nuance. I focus on building brand frameworks that can flex without breaking — ensuring the emotional thread remains intact whether you’re speaking to a guest in Dubai, Mumbai, or Milan.
Can you share a campaign or launch you’re especially proud of,What was the strategy behind it?
One of my proudest campaigns was the repositioning of Cinnamon’s Maldives resorts post-pandemic. We tapped into guest reviews and surveys to build a campaign around the phrase “Unforgettable.” It wasn’t our words — it was theirs. Using that emotional insight, we built a visual and messaging campaign that was guest-led, rather than brand-imposed. The result? Over 1,200 room nights sold in just weeks. It reminded me how powerful it is when we speak the guest’s language — not just literally, but emotionally.
How do you balance traditional media and digital in today’s PR context?
It’s honestly not either/or — it’s about integration. Traditional media still lends authority and legacy value, especially in markets like the Middle East. But digital is where the conversation lives. I typically use PR to anchor credibility, and digital to extend reach, engagement, and storytelling. The key is synergy: aligning tone, timing, and narrative across platforms.
Hospitality is constantly evolving. How do you stay ahead of trends — especially in travel behaviour and luxury expectations?
By listening more than speaking. I constantly read global trend reports, attend design and travel summits, and engage with industry peers very frequently. But beyond that, I look at culture — what people are feeling, fearing, craving. Luxury today is less about opulence and more about meaning. Staying ahead today means more than just watching the industry, but observing human behaviour.
What’s next for you in your career — any dream project or personal goals?
Right now, I’m focused full-time on my Marketing consultancy practice, working with a growing portfolio of clients across Sri Lanka, Dubai, and Saudi Arabia. My dream project would be to help launch a boutique lifestyle brand from the ground up — shaping everything from the brand story to the go-to-market strategy. I’m also passionate about mentoring up-and-coming marketers and using my experience to help more brands build with purpose.
What trends are shaping hospitality marketing right now?
A few standouts: Hyper-personalisation driven by data and AI, story-driven short-form video and influencer UGC, sustainable and purpose-led branding, direct booking loyalty over OTAs, and AR/VR for immersive pre-arrival experiences. But there’s a common thread here – and that is human-first marketing, that prioritizes emotion over promotion.
How do you stay ahead in such a fast-paced industry?
I stay curious, stay connected, and stay grounded. I read obsessively, surround myself with creatives and strategists, and reflect often. Life is a continuous journey of learning — but also knowing when to pause, zoom out, and see the bigger picture. Sometimes, that’s where the best ideas live, right?
Life style
Enduring charm of June weddings
June has long been celebrated as the month of brides, a season synonymous with romance, elegance and new beginnings . In Sri Lanka, where wedding are cherished as family occasions, every bride dreams of looking her absolute best on her special day. Few names in Sri Lanka are so closely associated with bridal beauty as Ramani Fernando, a pionear of Sri Lanka’s hair and beauty industry whose expertise has transferred countless brides over the decades. She has become a trusted authority on bridal styling, beauty trends and the act of creating timeless wedding looks. In this interview, Ramani Fernando shares her insights on the enduring appeal of June weddings, evolving bridal trends, and how today’s bride can achieve confidence and elegance on their big day!
(Q) Why is June traditionally known as the month of brides?
(A) June has long been associated with weddings because, historically, it was considered a month of prosperity, happiness, and new beginnings. In many cultures, it was believed to be an auspicious time to start married life. Over the years, this tradition has continued, making June one of the most popular wedding months around the world.
(Q) What makes June bridal unique in Sri Lanka?
(A) In Sri Lanka, June weddings often combine elegance with the beauty of the season. Brides tend to choose softer, lighter looks that complement the warm weather, while still embracing our rich cultural traditions. It’s a beautiful balance of timeless bridal glamour and modern sophistication.
(Q) What are the biggest beauty trends you are seeing this year in terms of dressing, hair, and makeup?
(A) This year, we are seeing a move towards effortless elegance. Brides are choosing natural, radiant makeup that enhances their features rather than masking them. Hairstyles are softer, with textured buns, romantic waves, and elegant ponytails. In fashion, classic silhouettes with modern details such as delicate embellishments and clean lines are very popular.
- Timeless elegance, unforgettable beginnings
(Q) How have bridal hairstyles and makeup evolved over the years?
(A) When I first started, bridal looks were much more structured, with heavier makeup and very intricate hairstyles. Today, brides prefer a more natural and personalised approach. The focus is on enhancing individuality while ensuring the bride looks timeless, both in person and in photographs.
(Q) How can brides balance tradition and contemporary beauty trends?
(A) The key is to stay true to who you are. I always encourage brides to respect traditions that are meaningful to them while incorporating modern elements that reflect their personality. A bride should feel authentic, comfortable, and confident rather than simply following trends.
(Q) Beyond makeup and hair, what helps a bride feel confident on her wedding day?
(A) Confidence comes from preparation, self-belief, and being surrounded by people who genuinely support you. When a bride feels comfortable in her own skin, is well-rested, and knows she is loved, that confidence shines through far more than any beauty treatment ever could.
(Q) How has the bridal industry changed since you first started your career?
(A) The bridal industry has evolved tremendously. Brides today have access to global inspiration, through social media, and are much more informed about beauty, fashion, and styling. There is also greater emphasis on personalisation, allowing every bride to create a look that reflects their unique story and personality.
(Q) What has been your most memorable bridal transformation?
(A) It is difficult to choose just one because every bride is special. However, the most memorable transformations are often those where a bride sees herself in the mirror and becomes emotional—
not because she looks different, but because she feels like the very best version of herself. Those moments stay with me forever.
(Q) What continues to inspire you after decades in the bridal industry?
(A) The joy of being part of one of the most important days in a person’s life continues to inspire me. Every bride brings a new story, a new dream, and a new vision. Seeing the happiness, confidence, and excitement on a bride’s face is what keeps my passion alive even after all these years.
Life style
Silver jubilee of grace and elegance
From Moscow to Colombo
The Russian Classical Ballet concert “Once upon a silver stage, conducted by the Russian School of Ballet and dancing, will be presented on June 27, 2026,at Sri Lanka’s iconic Nelum Pokuna Mahinda Rajapakse theatre Colombo with grandeur, This significant event will provide students with the opportunity to showcase their talent to thier proud parents. The School, which started with four little girls wanting to be prima ballerinas, celebrates its success and achievements of 25 years in its Silver Jubilee celebrations at this remarkable event.
(Q) What can audiences expect from this year’s ballet concert?
(A)We are expecting Russian Classical Ballet enthusiasts, parents, Diplomats and Ballet critics.
(Q) How does this performances differ from previous productions?
(A) The Russian School is celebrating its 25th anniversary in Sri Lanka, and the teachers have prepared a mesmerizing performance of Russian Classical Ballet to celebrate and to make the occasion memorable
(Q) What are the highlights of the programme?
(A) Over 700 students from age 4 to 45 years will be on one stage showcasing their talents on Russian Classical Ballet who are currently taking lessons at The Russian School of Ballet & Dancing
(Q) What challenges were involved in bringing such a large scale production to the stage?
(A) Training such a large number of students with variation of age is a challenge. We also face a challenge when it comes to accommodate the students in a Theatre in Sri Lanka. We have to perform the same show twice to make amends for that challenge
(Q) The school is celebrating a significant milestones. How has the journey evolved are the past 25 years?
(A) It is a wonderful progress, for a school which initiated with four little girls and standing tall and strong with 700 students maintaining it’s standards by the management, teacher, students and parents support.
(Q) How has interest in ballet grown among Sri Lankan students over the years?
(A) It’s an amazing interest. We are conducting classes from Monday to Saturday, weekdays from 2.00pm to 6.00pm and Saturdays from 8.00am to 6.00pm, with 12 teachers working through the week. We also maintain a waiting list with at least 500 students annually. We have a huge demand for the art of Russian Classical Ballet in Sri Lanka, not only in Colombo, but outstation, too. We can only accommodate the students for Russian Classical Examination annually with the Vaganova syllabus
(Q) What role does Russian ballet training play in shaping young dancers?
(A) The training does not only shape them in dancing and techniques. They also shape the qualities, discipline and talentsof students from their childhood, especially for little girls to become ladies.
(Q) What makes Russian classical ballet unique compared to other dance forms?
(A) Russian Classical Ballet is an old form of dance and which is highly athletic, expressive and strictly disciplined style of Ballet that originated in the 18th century in Russia which is also the most prominent dance form in the world today. We are privileged to be able to learn and share the art form in Sri Lanka through the Cultural Section of The Embassy of Russian Federation in Sri Lanka to the Ballet lovers.
(Q) How does the school contribute to cultural ties between Sri Lanka and Russia?
(A) The school constantly shares it’s knowledge with Sri Lankan ballet lovers and enthusiastic though examinations, concerts, dance recitals, performances and universities. The Russian Cultural Centre in Colombo has brought down Bolshoi Dancers, Russian Classical Ballets. Younust Dancers. Classical Music Performers many times to Sri Lanka since late the1990s.
Over 1500 students annually examined for Russian Classical Ballet graded exams in Sril Lanka under the guidance of Dr Oxana Karnovich.
(Q) How does ballet help bridge cultural boundaries?
(A) Ballet is an universal art which speaks its own language. Ballet connect different cultures, facilitate cross-cultural communication, and foster mutual understanding.
(Q) Are there plans for international collaborations or performances abroad?
(A) Yes. We are already collaborated with the National Ballet Academy in Moscow under the patronage of Dr Oxana Karnovich -Oxana Karnovich of the Moscow State Academy of Choreography. Holding the position of Senior Lecturer at the Department of Choreography and the History of Ballet at the Moscow State Academy of Choreography, Dr Oxana Karnovich chaired the examinations, while imparting invaluable knowledge and expertise to aspiring dancers as well as our brilliant and growing staff of teachers. Oxana is also an Associate Professor at the Department of Vocal Art and Opera in the Moscow State Institute of Music. With a Ph.D. in Art History and Criticism, her extensive academic background enriches the knowledge and expertise of both our students and teachers, highlighting the dedication to preserve the artistic heritage of ballet.
By Zanita Careem
Life style
Sando: The missing warrior tusker of Ruhuna
In the vast wilderness of southern Sri Lanka, where ancient forests merge with open grasslands and seasonal waterholes sustain an abundance of wildlife, few elephants have captured the imagination of nature lovers quite like Sando (T011).
A giant among giants, Sando is not merely another tusker roaming the forests of Ruhuna. He is a symbol of strength, dominance, resilience and mystery.
For years, his annual movements through the forests, bordering the Yala National Park, were eagerly anticipated by wildlife enthusiasts, safari operators, photographers and conservationists.
His arrival often signalled the beginning of a period of heightened excitement, within the park, where visitors hoped to catch a glimpse of one of Sri Lanka’s most iconic wild elephants.
Today, however, Sando’s whereabouts remain unknown.
His disappearance for nearly three years has sparked concern, speculation and heartbreak among those who have followed his remarkable journey through the wilderness. Yet despite the uncertainty, many refuse to abandon hope that the giant tusker still roams the forests of Ruhuna, hidden deep within landscapes rarely visited by humans.
According to wildlife enthusiast Chamdika Lakmal of Wild Tuskers of Sri Lanka, Sando represents one of the finest examples of Sri Lanka’s remaining wild tuskers.
He told The SundayIsland: “Sando is unlike most elephants we see in the southern region. His physical appearance, stature and confidence make him truly exceptional. Whenever he appeared, people knew they were witnessing a remarkable animal.’’
Sando primarily inhabited Blocks 3 and 4 of the Ruhuna National Park. During his annual musth period, usually between January and March, he undertook a well-documented journey through Buttala, Gonagan Ara and Galge before entering Yala National Park’s Block 1. These movements became familiar to many wildlife observers who followed his seasonal travels, year after year.
The annual migration was more than just a movement from one location to another. It was a dramatic display of nature’s hierarchy. Musth is a period of heightened testosterone levels in bull elephants, making them more aggressive and dominant. During this time, Sando transformed into an even more imposing figure.
Estimated to be between 35 and 45 years old, he was widely regarded as one of the most powerful bulls in the region. His immense size and fearless demeanour ensured that few rivals challenged him directly.
One of the most famous episodes, associated with Sando, involved a confrontation with Gamunu, another legendary tusker of Yala. The encounter reportedly resulted in Gamunu losing one of his tusks, further cementing Sando’s reputation as a dominant force among Sri Lanka’s wild elephants.
For many observers, however, Sando’s appeal extended beyond his strength.
Unlike the typical “Ruhunu Getaw” elephants commonly seen in the southern dry zone, Sando possessed a distinctive physique. His body proportions and overall appearance gave him the look of an ancient war elephant, the kind depicted in historical chronicles carrying kings and warriors into battle.
“Whenever you looked at him, you felt as if you were seeing a living relic from Sri Lanka’s ancient past,” Chamidika said. “He had an extraordinary presence that photographs could never fully capture.”
Sri Lanka’s tuskers are themselves a rarity. Wildlife experts estimate that only a small percentage of the country’s male elephants possess tusks. This makes animals such as Sando particularly valuable from both ecological and cultural perspectives.
Historically, tuskers occupied a special place in Sri Lankan society. They featured prominently in religious ceremonies, royal processions and folklore. Even today, they remain powerful symbols of national heritage.
Their rarity, however, also makes them vulnerable.
Throughout Sri Lanka, wild elephants continue to face numerous threats, including habitat fragmentation, human-elephant conflict, poaching and accidental deaths. Expanding agricultural activities, infrastructure development and increasing human settlements have placed growing pressure on elephant habitats.
For tuskers, the risks can be even greater.
Their ivory makes them attractive targets for poachers, despite strict wildlife protection laws. Across Asia and Africa, ivory poaching has devastated elephant populations, and conservationists remain vigilant against similar threats in Sri Lanka.
These concerns intensified earlier this year when wildlife officials discovered the carcass of a tusker in the Kotiyagala area. The animal’s tusks had reportedly been removed by poachers. News of the discovery spread rapidly among wildlife enthusiasts.
Because Sando had not been seen for such a long period, many feared the worst. Could the carcass belong to the missing giant?
The possibility sent shockwaves through Sri Lanka’s wildlife community.
For many photographers and safari operators who had spent years documenting Sando, the prospect was devastating. Social media platforms were flooded with expressions of concern and calls for further investigations.
Yet the mystery deepened.
A year earlier, skeletal remains, believed to belong to a tusker, had also been discovered near Buttala. Once again, fears emerged that Sando’s fate had finally been uncovered.
However, officials from the Department of Wildlife Conservation later determined that the skull was significantly smaller than what would be expected from an elephant of Sando’s size. The remains, therefore, could not be conclusively linked to the missing tusker.
For conservationists, this finding offered a glimmer of hope.
Despite the absence of confirmed sightings, there have been occasional reports from remote sections of Yala and surrounding forests describing a large tusker bearing a striking resemblance to Sando. None of these observations have been verified, but they continue to fuel optimism among wildlife enthusiasts.
According to Chamidika, history provides reasons to remain hopeful.
“There have been several instances where dominant bulls disappeared from their known ranges for many years before returning unexpectedly. Until there is definitive evidence, we should not assume the worst.”
Indeed, wildlife records contain numerous examples of mature bulls vanishing from familiar territories only to reappear years later.
Such behaviour may be linked to changes in habitat use, competition, food availability or breeding opportunities. Elephants are highly intelligent and adaptable animals capable of travelling vast distances through landscapes that remain inaccessible to people.
As August approaches, anticipation once again builds among those who know Sando’s traditional routes. Reports from Athiliwewa, Pelwatta, Gonagan Ara and Buttala will be monitored closely for any sign of the missing giant.
For now, Sando’s story remains one of Sri Lanka’s most compelling wildlife mysteries.
His disappearance has highlighted not only the challenges facing elephant conservation but also the deep emotional connection many Sri Lankans share with their wildlife.
In an era when biodiversity is under increasing pressure, the fate of a single tusker has become symbolic of a much larger struggle to protect the nation’s natural heritage.
Whether Sando eventually emerges from the forests of Ruhuna or remains forever a mystery, his legacy is already secure. He represents the wild spirit of Sri Lanka’s elephants—powerful, resilient and endlessly captivating.
Until definitive evidence proves otherwise, conservationists, safari guides, photographers and elephant lovers across the country will continue to hope that somewhere in the vast wilderness of the south, the warrior tusker of Ruhuna still walks unseen, carrying with him one of the greatest untold stories of Sri Lanka’s wild places.
By Ifham Nizam
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