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Effie Awards 2020 pushes Ad industry to match creativity with financial results of brands

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by Sanath Nanayakkare

Organisers of Effie Awards Sri Lanka 2020 announcing the launch of entries for the coveted competition this year urged Sri Lanka advertising industry to match their creative advertising material with tangible financial results of the brands they aim to promote.

“Please make sure that every entry the marketing communications industry presents to compete in the coveted competition makes sense. So make it simple to win your case. Also, mainly ensure that your entry is not only inspiring in a creative sense but truly drives the business and financial outcome of the brand you aim to promote”, they said at a virtual press conference held on Thursday.

SLIM president Roshan Fernando, SLIM vice president Thilanka Abeywardena, veteran marketers Gamika de Silva and Sathika Wickramasinghe, project chair of Effie Awards participated in this event.

“Entries should contain creative ideas with objective, insight, content-driven strategy and the power to deliver financial growth of the brand being promoted. We observed tremendous improvement of entries in 2018 and 2019 and credit for that should go to SLIM Sri Lanka,” Gamika de Silva said

SLIM president Roshan Fernando said,”Every company has found their own way to go ahead with the ‘new normal and in this context, Effie Awards will help them contribute to the national economic prosperity through effective marketing”.

Vice president Thilanka Abeywardena said that international jurors will participate online in the process of evaluating entries.

Sathika Wickramasinghe, project chair of Effie Awards said,” Businesses are ready to go ahead through the challenges and so together with advertising agencies we decided that we can’t stop our work and the show should go ahead”.

Effie is a global forum which aims to lead, inspire and champion marketing effectiveness and which recognises all forms of active marketing communications that contribute to a brand’s success.

Now in its 12th consecutive year, Sri Lankan Effie Awards is set to celebrate the effectiveness of creative communications, recognising campaigns that can demonstrate outstanding and measurable results for the brands.



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IMF approves USD695 million for Sri Lanka

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AFP –The International Monetary Fund’s (IMF) board approved two reviews of Sri Lanka’s loan programme, making USD695 million in additional loans immediately available to the island nation.

It is the latest tranche in the country’s four-year USD3 billion bailout, with the Fund warning of further risks due to the economic impact of the Middle East conflict.

Surging oil prices due to the conflict have heavily impacted many import-dependent Asian countries.

“Sri Lanka’s strong implementation under the EFF arrangement has continued despite challenging circumstances,” said the IMF’s Deputy Managing Director and Acting Chair Kenji Okamura.

“Gains from the economic reform programme helped preserve economic resilience and provided room to respond to cyclone Ditwah and the Middle East conflict. The latter, however, has significantly worsened Sri Lanka’s economic outlook and tilted risks to the downside.”

The IMF projects 2026 growth to slow to three per cent, with higher oil prices increasing inflation and weighing on the current account balance.

The board’s approval was contingent on Sri Lanka adjusting certain energy market subsidies issued in the wake of the conflict.

The statement said the Sri Lankan authorities had met the Fund’s requirements on fuel and electricity prices meeting cost-recovery criteria.

Criteria on ensuring no new external debts and on not imposing or intensifying import restrictions “were not observed”, however.

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Cambridge College honours students at awards ceremony

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Guests with an award winner at the certificate and medal awarding ceremony Hindu Cultural Hall in Kandy

The Cambridge College of English Language Training recently held a certificate and medal awarding ceremony to recognize the academic achievements of students who successfully completed Cambridge English examinations.

The ceremony was held at the Hindu Cultural Hall in Kandy with the Vice Chancellor of the University of Peradeniya, Prof. W.M.T. Madhujith, attending as the Chief Guest, while Kandy Mayor Chandrasiri Wijenayake participated as the Guest of Honour.

Founded on March 1, 2024, by English tutor, author and Cambridge TKT lecturer T. Ravichandran, the institution has emerged as a leading centre for Cambridge English examination preparation in Kandy.

Beginning with an initial intake of 30 students, the college has expanded rapidly and currently serves more than 300 students.

The institution’s achievements were further recognized when it received the “Emerging Star Award 2025” at the Annual Coordinators Conference 2025 (South Asia).

The college provides training for students between the ages of seven and 18 across six stages of Cambridge English examinations, including Young Learners English (YLE) Starters, Movers and Flyers, as well as KET, PET and FCE examinations.

Cambridge English qualifications are internationally recognized and are designed to assess language proficiency in line with the Common European Framework of Reference for Languages (CEFR).

The ceremony concluded with the presentation of certificates and medals to students in recognition of their academic performance and commitment.

Text and Pic by SK Samaranayake

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ABC Australia, Maharaja Media Network ink MoU to expand Indo-Pacific media collaboration

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Nishantha Bakmeege President Sri Lanka chamber garment exporters (SLCGE)

The Australian Broadcasting Corporation (ABC Australia) has signed a Memorandum of Understanding with Sri Lanka’s Maharaja Media Network (MMN), marking a significant expansion of media cooperation aimed at strengthening content exchange, co-productions and professional collaboration across the Indo-Pacific.

The agreement builds on an initial broadcast partnership established in 2022 and an expanded licensing arrangement in 2023, under which ABC programming was made available free-to-air to Sri Lankan audiences through MTV Channel (Private) Limited, part of the Capital Maharaja Group.

Under the new framework, the two organisations will collaborate across television, radio and digital platforms, with a focus on co-produced content, editorial exchange, training opportunities and joint storytelling initiatives.

MMN, Sri Lanka’s largest media network, operates across television, radio, digital media, music and film, including MTV Channel (Private) Limited and MBC Networks (Private) Limited.

Australian High Commission officials described the agreement as a deepening of regional media ties. “This will cover co-production, content sharing and broader cooperation across the Asia-Pacific in telling stories that speak to both countries,” said Matthew Duckworth.

ABC International Head Claire M. Gorman said the partnership reflected a shared commitment to public-interest media and stronger regional storytelling.

Capital Maharaja Group Director Chevaan Daniel said the relationship, which began during Sri Lanka’s economic crisis in 2022, had grown through continued collaboration, including during the 2025 Ditwah cyclone response.

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