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Creativity matters more than big budgets, says SLIM DIGIS Judge

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Organised by the Sri Lanka Institute of Marketing (SLIM), the national body for Marketing in Sri Lanka, the final call for applications for SLIM DIGIS 2.1 will be drawing to a close on 25th November 2021. The highly anticipated SLIM DIGIS is the only awards ceremony that celebrates Sri Lankan’s best digital marketing endeavours, innovation and talent and recognizes the region’s growing influence on the global digital industry.

Over the years, Digital Marketing has become a key focus for mainstream marketers and as a platform, SLIM DIGIS aims at recognising Digital Marketing professionals by empowering every digital marketer to become a master of their own destinies with a clear-cut focus on key deliverables that need not be backed by big budgets in comparison to mainstream advertising.

According to Imal Fonseka, Jury Chair of SLIM DIGIS 2.1, a stand out entry would always have three key components: The campaign, the case and the presentation. “The campaign must break through the clutter and surprise the jury. The case of your entry must be compelling-in that, its goals, strategy, execution and results have to have a clear ‘linear relationship’. Finally, its presentation; has to be impactful. The applicant must understand that the Jury has gone through many entries, and therefore for the applicant’s presentation to grab the judges’ attention it has to stand out”. He adds that “based on past experiences, Jurors do not wish to see ‘long winded’, ‘non-linear’ submissions with ‘documentary type’ presentations”.

Both SLIM and its jury have volunteered their time to consider a fair, transparent and competent evaluation of the submissions. If applicants require further clarity on entry pre-requisites, they may reach out to SLIM via email at hesara.u@slim.lk or Gangani.l@slim.lkand they will be guided accordingly.

Unlike most other campaign awards, big budgets are not a prerequisite to standing out at the DIGIS. “There are plenty of ways to create cool social media campaigns with small budgets as opposed to conventional media campaigns”. Additionally, while it’s true that paid social is extremely effective, organic social serves as a strong foundation for any social media strategy, especially when there are creative marketers involved”. He concludes “Creativity matters more than big budgets”.

The entry process for SLIM DIGIS 2.1 is unique, as entries must be submitted in a video (mp4) format not more than 05 minutes long. Applicants must submit an entry video along with supporting annexures (data, statistics, reach etc.) in PDF format. In addition to the above, a practice that is common in other award events, but not adopted by SLIM DIGIS is the creation of a ‘shortlist’ of entries for evaluation/judging. All entries are evaluated by the panel of judges, and judging takes place when a primary round of submissions is validated and verified to ensure that all entry prerequisites are fulfilled.

There are general and special categories in SLIM DIGIS 2.1. Whilst the general categories are self-explanatory when applying for the special categories, Imal advises applicants to “read beyond the title and fully understand the descriptor”.



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UNDP, Central Bank deepen financial literacy drive to build economic resilience

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Ms. Azusa Kubota and Dr. Nandalal Weerasinghe.

The United Nations Development Programme (UNDP) and the Central Bank of Sri Lanka (CBSL) have strengthened their partnership to advance financial literacy across the country, with a renewed focus on empowering vulnerable communities, strengthening economic resilience and promoting sustainable development.

The two institutions formally launched the second phase of their collaboration recently, reaffirming their commitment to implementing Sri Lanka’s National Financial Literacy Roadmap (2024–2028), a cornerstone of the National Financial Inclusion Strategy (NFIS).

The partnership was marked by a meeting between Central Bank Governor Dr. P. Nandalal Weerasinghe and UNDP Resident Representative in Sri Lanka Ms. Azusa Kubota, together with officials from both organisations.

Building on technical support provided by UNDP during 2024 and 2025, the latest phase seeks to equip individuals, households and businesses with the knowledge required to make sound financial decisions, improve livelihoods and enhance resilience in an increasingly uncertain economic and climatic environment.

The initiative comes at a crucial juncture as Sri Lanka continues its economic recovery while grappling with climate-related challenges that disproportionately affect rural communities and small enterprises.

A key component of the programme will be strengthening the capacity of government outreach officers across all districts to deliver financial literacy training to rural populations and micro, small and medium enterprises (MSMEs).

The training will be based on the Financial Literacy Curriculum developed by the Central Bank, with UNDP supporting the enhancement of modules through the integration of climate-resilient financial management concepts.

The programme aligns closely with Sri Lanka’s Financial Literacy Roadmap and is expected to contribute significantly to improving financial knowledge and access across the country. It is supported by several development and private-sector partners, including the government of Japan, Chrysalis, VISA and Hirdaramani-Lacoste.

Speaking on the importance of the initiative, Central Bank Governor Dr. Weerasinghe said the partnership would help broaden the reach of financial literacy efforts while addressing emerging challenges such as climate-related financial risks.

“We particularly welcome the focus on strengthening financial resilience, climate-related financial preparedness, public awareness campaigns and capacity-building through Training-of-Trainers programmes, he said.

He noted that the initiatives would ensure that different segments of society gain access to practical financial knowledge and develop the skills necessary to foster responsible financial behaviour and improve their overall financial well-being.

UNDP Resident Representative Ms. Kubota underscored the critical role financial literacy plays in creating inclusive and resilient economies.

“Financial literacy is a critical foundation for inclusive and resilient economies. Through our partnership with the Central Bank of Sri Lanka, we have been working to empower individuals, particularly those most vulnerable, with the knowledge and tools needed to make informed financial decisions and build secure livelihoods, she said.

By Ifham Nizam

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Handunnetti unveils state-led mineral strategy to unlock hidden wealth

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Sunil Handunnetti

The government’s decision to ban the export of mineral resources in raw form and place all future mineral exploration under state control has triggered fresh debate over how Sri Lanka should develop its untapped mineral wealth and attract foreign investment.

Announcing the new National Mineral Policy, Industry and Entrepreneurship Development Minister Sunil Handunnetti said the country had long failed to capture the full value of its mineral resources by exporting them with minimal processing.

“We will no longer allow mineral resources to leave the country in raw form,” the minister said, arguing that Sri Lanka must move towards value-added industries that generate greater economic returns.

A key feature of the new policy is the transfer of all mineral exploration activities to the state-run Geological Survey and Mines Bureau (GSMB). Under the new system, the GSMB will carry out exploration, publish geological data and subsequently invite investors to participate in commercially viable projects.

Handunnetti defended the move by citing what he described as the failure of the previous licensing regime. According to government figures, 471 exploration licences had been issued since 1993, but only 28 advanced to mining operations, with just 12 remaining active today. The minister alleged that some companies had used exploration licences to boost corporate valuations rather than develop actual mining projects.

He also stressed that mineral deposits located beneath privately owned land belong to the state and should be developed in the national interest.

However, the reforms are likely to attract close scrutiny from foreign investors seeking opportunities in Sri Lanka’s mineral sector.

An independent industry analyst said the policy’s emphasis on value addition is consistent with global trends, as countries increasingly seek to process critical minerals domestically rather than export raw materials.

“The more difficult question is whether a state-controlled exploration model can generate the confidence required by international investors,” the analyst said. “Investors will want access to reliable geological data, transparent licensing procedures and predictable regulations before committing significant capital.”

The analyst noted that the government’s plan to publish exploration data before inviting investment proposals could help improve transparency, but its success would depend on how scientifically the process is implemented.

Sri Lanka possesses commercially valuable deposits of graphite, mineral sands, ilmenite, rutile, garnet, silica and phosphate. As global demand for industrial and strategic minerals continues to grow, the new policy represents a significant test of whether stronger state involvement can translate geological potential into investment, industrial development and export earnings.

“The success of the strategy may ultimately depend on whether the government can balance tighter control over mineral resources with the policy certainty and commercial incentives that international investors typically seek,” the analyst said.

By Sanath Nanayakkare

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CA Sri Lanka felicitates first woman Auditor General 

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The Institute of Chartered Accountants of Sri Lanka (CA Sri Lanka) felicitated Ms. Samudika Jayaratna, the 42nd Auditor General of the Democratic Socialist Republic of Sri Lanka, at a special ceremony held on Thursday at the Institute.

The event was organised in recognition of her landmark appointment as the first woman to hold this distinguished constitutional office, as well as her decades of dedicated service to the nation’s public financial governance.

The ceremony reflected the accounting profession’s pride in one of its most accomplished members, who has attained the highest constitutional office in public audit. Ms. Jayaratna was warmly received by the President of CA Sri Lanka, Tishan Subasinghe, Vice President Ms. Anoji de Silva, members of the Council, and Chief Executive Officer Ms. Lakmali Priyangika.

A Fellow Member of CA Sri Lanka, Ms. Jayaratna’s appointment stands as a powerful testament to her exemplary professional journey spanning over 25 years. Her career has been defined by an unwavering commitment to excellence, integrity, and the highest standards of public accountability.

The felicitation ceremony drew a large and distinguished gathering, including Chartered Accountants and officials from the National Audit Office.

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