Business
Emirates announces a new brand ambassador
Launching mid-summer 2023, Emirates can reveal that its latest ad campaign and brand collaboration will feature Penelope Cruz.
The Academy Award winning actor and philanthropist is already a fan of the Emirates brand and a frequent flyer who has visited Dubai multiple times. In exclusive behind-the-scenes footage shot onboard a signature Emirates A380 aircraft, Cruz revealed her passion for Emirates and the positive association she has with the brand stating that she was thrilled to partner with Emirates after years of traveling with the airline, on some of the most special trips of her life.
The new TV spots will start to air globally from June 2023, in both English and Penelope’s native tongue of Spanish. With a thought provoking theme of ‘travel is not just about the end destination; it’s also about how you get there’, the short ads show Cruz sampling all the exclusive luxuries that Emirates First and Business Class customers experience as they Fly Better, from a crafted beverage in the A380 Onboard Lounge, to an indulgent shower above the clouds, cheering for a football game shown on live TV, to relishing generous helpings of luxury caviar. In other spots, she enjoys the spacious seats in Emirates’ new Premium Economy Class.
She interacts with Emirates Cabin Crew in multiple languages and enjoys the wide variety of movies and content on Emirates’ award-winning ice inflight entertainment system, viewed on a huge 32-inch full HD LCD screen – the largest in the aviation industry. Cruz is also filmed using the personal temperature controls in her private First Class Suite, using bespoke binoculars to enjoy the sky-high views, and wearing the Emirates hydra-active moisturising pyjamas to settle in for a siesta in her lie-flat bed, surrounded by an array of luxury amenities – ensuring her journey is spectacular from the beginning.
Each of the new TV spots were directed and brought to life by Robert Stromberg, a double Oscar-winning Hollywood director, with 21 award wins and 30 award nominations for movies, TV series and commercials throughout his illustrious career. Stromberg worked closely with the Emirates brand team to ensure the TV spots conveyed the thoughtful luxury of the Fly Better experience, while retaining a note of Cruz’ cheeky sense of humour. Esteemed production house Ridley Scott Associates also supported the series of TV spots, and Framestore – the multi award-winning creative studio for special effects.
Richard Billington, Emirates’ Senior Vice President of Brand and Advertising, commented; ‘Emirates is all about Flying Better, where the journey to your destination matters as much as the place itself. We take care of every detail in the Emirates experience and wanted a brand ambassador who reflects the Emirates brand – it needed to be someone classy, stylish, and having modern global appeal. Penelope was the perfect fit.’
Following in the footsteps of other globally successful ads such as Burj Girl, Jennifer Aniston onboard Emirates, and Gerry the Goose, Penelope Cruz will partner in the ad series to be aired globally on TV news channels, featured on Emirates’ own digital channels, with more joint activities to be announced over the coming year.
Business
Panic, speculation and the mystery behind Sri Lankan rupee’s sudden rebound
The sudden fall and equally rapid recovery of the Sri Lankan rupee within a matter of days has left many Sri Lankans confused about what truly happened inside the country’s foreign exchange market.
Within a short span, the rupee weakened sharply from around Rs. 324-325 against the US dollar to Rs. 354 in parts of the commercial market, before unexpectedly stabilising again close to previous levels. The speed of both the depreciation and the recovery triggered widespread speculation among businesses, importers and the public.
Responding to questions from the media regarding the abrupt divergence between official exchange rates and commercial bank quotations, Central Bank Governor Dr. Nandalal Weerasinghe recently explained that the volatility had emerged mainly outside the formal interbank foreign exchange market.
According to the Governor, Sri Lanka operates through two connected foreign exchange markets. One is the interbank market, where commercial banks exchange dollar liquidity among themselves. The other is the retail market between banks and customers, including importers, exporters and individual foreign exchange buyers.
Under normal conditions, customer buying and selling rates fluctuate within a narrow margin around the interbank market rate. However, during the week leading up to Friday, May 22, an unusual surge in dollar demand disrupted this balance.
The Governor said excessive speculation and panic-driven import demand created abnormal pressure on the market, pushing some customer transactions far above prevailing interbank rates.
“We observed that because of speculation and panic related to imports, there was excessive demand for US dollars,” he explained. “Transactions between banks and customers began taking place well above interbank market rates, which created a distortion.”
While the interbank rate remained around Rs. 320 to the dollar, certain customer transactions were reportedly taking place between Rs. 346 and Rs. 354.
The Central Bank viewed this widening gap as a breakdown in normal market transmission rather than a reflection of underlying fundamentals.
To restore order, the Central Bank held discussions with treasury officials of commercial banks on the evening of May 21 and introduced measures aimed at improving liquidity flows and reactivating smoother interbank trading.
According to the Governor, these measures helped reconnect the interbank market with commercial bank customer pricing, allowing exchange rates to realign rapidly.
“Liquidity returned to the market and buying and selling rates became fully aligned again,” he said. “The market has now normalised.”
The Governor emphasised that the Central Bank’s intervention was limited and intended only to smooth excessive volatility rather than artificially defend a specific exchange rate.
He noted that the authorities intervened only to a certain extent during the sharp depreciation phase and later carried out small operations to reduce market instability while allowing normal demand and supply conditions to function.
The episode has nevertheless raised broader questions about how fragile confidence remains in Sri Lanka’s post-crisis economy despite improving macroeconomic indicators.
Although foreign reserves and external sector conditions have improved significantly since the height of the economic crisis in 2022, the foreign exchange market remains highly sensitive to expectations, rumours and sudden shifts in import demand.
Many ordinary Sri Lankans believe the panic may have been triggered by a surge in Letters of Credit (LCs) opened for vehicle imports amid speculation over increased import activity and future dollar demand.
Meanwhile, Professor Wasantha Athukorale at the University of Peradeniya said remarks made by President Anura Kumara Dissanayake regarding rising US dollar outflows for fuel shipments may also have heightened importers’ anxiety over possible currency instability.
Economists say the episode demonstrates how market psychology can sometimes move exchange rates faster than economic fundamentals, particularly in relatively thin and fragile foreign exchange markets like Sri Lanka’s.
The speed of the rupee’s rebound suggests that the turbulence was driven more by speculative demand, temporary liquidity distortions and market sentiment than by a structural foreign exchange crisis.
Still, for a population that continues to carry memories of shortages, inflation and currency collapse, the brief rupee shock served as another reminder that confidence in Sri Lanka’s economic stabilisation remains delicate.
By Sanath Nanayakkare ✍️
Business
Sri Lanka’s construction industry losing ground while no one watches
The 21st edition of the “Build Sri Lanka” housing and construction exhibition concluded last week at the BMICH. On the surface, it was a modest success: stalls were staffed, catalogues were exchanged, and the usual dignitaries cut the usual ribbons. But beneath the low hum of polite conversation, a far more urgent story was unfolding – one that policymakers appear to have missed entirely.
For an industry that contributes nearly 8% to Sri Lanka’s GDP and employs over 500,000 people, the quiet profile of this year’s exhibition was telling – the kind that settles over an industry bracing for impact.
The Chamber of Construction Industry (CCI) President, Manilal Fernando, used the platform not to celebrate, but to warn. Two specific points he raised should be ringing alarm bells in the Treasury and the Ministry of Housing. But because the event lacked high-level political attendance, these warnings have so far fallen into a policy void.
Fernando noted that after a brutal slump from 2020 to 2023, the industry saw a fragile recovery in 2024. But that green shoot is now withering. “With the rupee volatility due to the war in the Persian Gulf,” he said, “again we are heading for uncertain times.”
According to CCI, Sri Lanka’s construction industry is an importer in disguise. Over 60% of construction materials from steel and cement to tiles, fittings, and MEP (mechanical, electrical, plumbing) components are either directly imported or have high import content. Even locally manufactured items rely on imported raw materials.
When the rupee depreciates, costs don’t just rise; they leap. And here is the crux according to Fernando : current contractual payment mechanisms do not automatically reflect these real-time cost increases. As he warned, unless cost escalations are correctly reflected in contract payments, many contractors and consultants will simply be unable to perform. That means stalled projects, abandoned housing schemes, and unfinished infrastructure – paid for, but not delivered.
The second issue is even more maddening because it is entirely within the government’s control to fix. Fernando revealed that a set of long-overdue amendments to the Construction Industry Development Act (CID Act) was finalised in 2024. These amendments were developed over six years by the National Advisory Council on Construction, approved by the Legal Draftsman, and could be enacted within two months.
But instead of enacting these ready-made fixes, CIDA is now pushing for a complete overhaul of the Act – a process that will take a minimum of two years to reach parliament.
He pointed out that without these amendments, the industry lacks a fair, transparent price variation mechanism. Right now, MEP contractors and others complain that CIDA’s official price indices do not reflect actual market price fluctuations. The CCI, therefore, proposed a simple solution: a joint committee (CCI + reputable contractors + CIDA) to oversee index compilation. But even that cannot be implemented effectively without the Act’s update.
The construction industry, once a bellwether of national economic health, is now whispering its crises in a conference hall with no television cameras to air high-decibel news stories or make it a headline event.
The builders of Sri Lanka are not asking for subsidies. They are asking for predictability, fairness, and speed. The war in the Persian Gulf is beyond Sri Lanka’s control. But the CID Act and contract index reforms are not.
By Sanath Nanayakkare
Business
Understanding the influence of Traffic Light Labelling and Pricing on the demand for sugar sweetened beverages in Sri Lanka
A new study by the Institute of Policy Studies of Sri Lanka (IPS) examines the effectiveness of sugar‑sweetened beverage (SSB) taxation and traffic light labelling (TLL) in influencing consumer behaviour and reducing sugar consumption in Sri Lanka. The findings show that although both policy instruments have proven effective, existing policy gaps limit their full potential.
The study provides strong evidence that demand for SSBs in Sri Lanka is price-responsive, with consumers continuing to purchase unhealthy beverages due to their lower cost, despite having adequate knowledge of TLL signals. A price sensitivity analysis of Carbonated Soft Drinks (CSD), using Household Income and Expenditure Survey data, shows that a 10% increase in CSD prices leads to an approximate 15% decline in quantity demanded.
Authors Priyanka Jayawardena, Nisha Arunatilake, and Usha Perera of IPS use a discrete choice experiment to assess the effectiveness of TLL on purchasing decisions. A nationally representative consumer survey reveals that approximately two‑thirds of consumers are aware of TLL, with higher awareness among younger, more educated, and higher‑income groups. The findings indicate that TLL discourages the selection of high‑sugar beverages and promotes lower‑sugar options, even when price and product attributes are considered. However, lower‑income consumers are less responsive to TLL cues, largely due to affordability constraints, highlighting the importance of maintaining effective SSB taxation.
In this regard, the study recommends the following actions: • Regular adjustments to tax rates to preserve their real value; and• Strengthening public awareness and understanding of nutrition labelling.
The study underscores the need to close critical policy gaps, particularly in awareness, equity, and effectiveness, to strengthen Sri Lanka’s response to diet‑related non‑communicable diseases and promote healthier, more equitable food environments.
Download the publication via the IPS website: https://www.ips.lk/understanding-the-influence-of-traffic-light-labelling-and-pricing-on-the-demand-for-sugar-sweetened-beverages-in-sri-lanka/
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