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
Whispers of love beneath distant skies
A destination wedding in Sri Lanka is not just an event,it is an experience that unfolds over days, sometimes even a week. From the golden shores of Bentota to the colonial charm of Galle Fort, and the cool romantic highlands of Nuwara Eliya, Sri Lanka offers a stunning diversity of settings for exotic weddings. Destination weddings are more than romantic celebrations, they are a dynamic driver of tourism, drawing high spending travellers, global attention, and long stay visitors. In Sri Lanka, these weddings seamlessly blend scenic beauty, culture and luxury promoting Sri Lanka on the world stage.
Sri Lanka is one of the most diverse destination wedding hubs in Asia – drawing couples from India, Europe and even Pakistan who are looking for something beyond the ordinary.
What makes Sri Lanka irrestible is its rare ability to offer multiple wedding backdrops within a few hours – from sun kissed beaches, misty mountains, colonial charm, and lush tropical landscapes, all seamlessly woven into one unforgettable celebration.
For many couples the dream begins by the sea. Along the southern and western coastlines, Sri Lanka offers a perfect beach wedding, with golden sunsets, and endless horizons.
For many Indian couples, in particular, Sri Lanka presents the perfect blend of proximity and exotic appeal. While the couples seeking cooler climes and a dramatic scenery, Sri Lanka’s hill country offers a dreamlike alternative. Nuwara Eliya, often called Little England, is loved by European couples. With its colonial bungalows, rose gardens and cool climate, it lends itself perfectly to elegant garden weddings, reminiscent of an English country affair.
What sets Sri Lanka apart is not just the beauty of these locations but how seamlessly everything comes together – food, culture and locations.
From décor and catering to cultural performances and legal formalities – ensure couples and their families to focus solely on the celebration itself without hassles.
- An ancient symbol of grace at a modern wedding
It is also the versatility that attracts a global clientale, Indian weddings find space for grandeur and tradition while European couples discover intimacy and charm. Some European couples are drawn to Sri Lanka’s tropical allure, heritage architecture, and a promise of a wedding that feels both intimate and extraordinary. Hotels and resorts across the island have elevated destination weddings into an art form.
Some of the hotels, such as Shangri-La Hambantota, Cinnamon Bentota Beach, Sheraton Kosgoda and Weligama offer bespoke wedding packages that go for beyond décor and dining.
Wedding planners curate menus, from floral themes, cultural performance to dining, ensuring each celebration reflects the couples story. Guests, too, are not left out, they find themselves embarking on wildlife safaris or indulge in Ayurvedic wellness retreats along the southern coast. Weddings becomes rich with memory making moments. Unlike Bali or Phuket, Sri Lanka offers five star venues, world class cuisine to the island’s ability to offer something deeply personal yet effortlessly luxurious.
In Sri Lanka, couples will never confined to a single venue. A beach ceremony can be followed by a hill country honeymoon or a cultural
celebration near Sigiriya can transition into a coastal after party and personalised service at a fraction of the cost, allowing couples to enjoy their ceremonies at a low cost. Culturally the island offers depths and colour. Kandyan dancers, traditional drummers, Poruwa ceremonies and vibrant local rituals add authencity and character.
The island’s year round tropical climate further enhances its appeal. Couples can host outdoor ceremonies under open skies. The exotic landscapes lend themselves beautifully to photography. Above all this, Sri Lanka offers warmth and the hospitality is genuine and deeply personal.
Sri Lanka stands out in a world where destination weddings are becoming increasingly extravagant.
Sri Lanka is a place where love is celebrated against a backdrop of nature, culture and timeless beauty. And perhaps that is why so many couples choose Sri Lanka to say ‘I do’ and to began their journey in a place that feels like home.
By Zanita Careem
Life style
Festive cheer comes alive
at Cinnamon Grand
This Avurudu season, Cinnamon Grand Colombo invited guests to embrace the warmth, joy, and timeless traditions of the Sinhala and Tamil New Year with a thoughtfully curated series of festive experiences for the whole family.
Blending authentic Sri Lankan heritage with the hotel’s signature hospitality, the celebrations promise a memorable April filled with traditional flavours, lively entertainment, and meaningful moments of togetherness.
The festivities began with the Avurudu themed tea buffet, at the tea lounge, where guests savoured a delightful spread of seasonal sweets, festive treats, and local favourites inspired by Avurudu traditions.
During the season, Nuga Gama came alive with Happy Avurudu, featuring a charming traditional sweet table followed by an authentic Sri Lankan lunch buffet. Guests immersed themselves in the festive spirit with traditional Avurudu games, cultural celebrations, and special seasonal activities, recreating the joy of a classic Sri Lankan New Year gathering.
- Behind every celebration is a team of culinary artists
As the celebrations continued into the evening, Nuga Gama presented the Sri Lankan New Year Dinner on 14th April, an indulgent dinner buffet showcasing cherished festive recipes and beloved Sri Lankan flavours.
The guests enjoyed a host of seasonal experiences across the hotel. Coffee Stop featured the Avurudu Kavili Pop up, offering an irresistible selection of traditional New Year sweets, while palms of beautifully curated festive hampers perfect for gifting family, friends, and colleagues.
Adding to the vibrant atmosphere, the Avurudu feast at the lobby brought the traditions of the season to life with live raban performances by traditional Sri Lankan ladies and live cooking stations serving freshly prepared local sweet treats, creating an immersive festive experience for guests and visitors alike.
For those looking to extend the celebrations, Cinnamon Grand Colombo also introduced a festive Avurudu stay, inviting guests to enjoy the season with an exclusive city escape. Guests booking with the promo code CGA26 enjoyed special benefits, including 15% off on all food and beverage, 10% off spa treatments, and a complimentary stay for one child, valid for stays until 30th April 2026. Reservations can be made via cinnamonhotels.com.
The celebrations continue later in the month with Baila Night at Nuga Gama on 24th April, featuring a lively performance by Sri Band SL, followed by a delicious dinner buffet in a festive village style setting.
Celebrate Avurudu season with unforgettable flavours, cherished traditions, and heartfelt hospitality at Cinnamon Grand Colombo, where every experience is designed to capture the true spirit of the season.
Life style
After dark in Sri Lanka: Tiny wild cats step into the spotlight
Sri Lanka’s wildlife story has long been told through its giants — the stealth of the Sri Lankan leopard, the quiet power of the Asian elephant, and the ocean drama of the blue whale.
These icons have shaped the island’s global image, drawing travellers from across the world.
But as the sun slips below the horizon and the last safari jeeps return to camp, another Sri Lanka awakens — one that is far less known, yet just as extraordinary.
In the half-light of wetlands, along bunds of ancient irrigation tanks, and at the edges of village paddy fields, three elusive felines begin their nightly rounds. The Fishing Cat, the Jungle Cat, and the Rusty-spotted Cat — small, secretive, and largely overlooked — are now emerging as the island’s most intriguing untold wildlife story.
And according to researchers, their time in the spotlight may have finally come.
A Hidden World, Ready to Be Seen
“These cats have always been here — living quietly alongside us,” says Chaminda Jayasekara, a researcher and conservationist who has spent years studying Sri Lanka’s lesser-known carnivores.
“What is changing now is not the cats, but our awareness. We are beginning to understand that these species are not rare in the sense of being absent — they are rare because we have not been looking for them in the right way,” he said.
Jayasekara notes that all three species are distributed across wide swathes of the island — from the dry zone landscapes of the Cultural Triangle to the wetter lowlands and even human-dominated environments.
“The remarkable thing about the Fishing Cat and the Jungle Cat in particular is their adaptability. They are not confined to deep water. They use wetlands, paddy fields, scrublands — habitats that exist right next to where people live,” he explained.
- Jungle cat
- Rusty-spotted cat
- Chaminda with wife Thilini Sandamali
Three Cats, Three Remarkable Stories
The largest of the trio, the Fishing Cat, is a wetland specialist — a muscular, spotted predator with partially webbed paws built for hunting in water. Across Sri Lanka’s vast network of tanks, marshes, and mangroves, it stalks fish with silent precision.
Globally listed as Vulnerable and considered endangered nationally, the species faces mounting pressure from wetland loss and pollution. Yet paradoxically, it is often found within sight of human settlements.
“Seeing a Fishing Cat hunting along a village tank is one of the most powerful wildlife experiences Sri Lanka can offer,” Jayasekara said. “It challenges everything people think they know about where wildlife belongs.”
The Jungle Cat, by contrast, is a creature of grass and scrub — long-legged, alert, and often active at dusk. It thrives in the margins where farmland meets wilderness, preying on rodents, birds, and reptiles.
Though not currently endangered, its habitat is steadily shrinking.
“These are landscapes we often dismiss as ‘empty’ or ‘degraded,’” Jayasekara noted. “But for the Jungle Cat, they are essential. Losing them means losing an entire ecological story.”
And then there is the smallest of them all — the
Rusty-spotted Cat.
Weighing little more than a kilogram, this tiny feline — found only in Sri Lanka, India, and Nepal — holds the distinction of being the world’s smallest wild cat. With its soft, rust-coloured coat and disproportionately large eyes adapted for night vision, it appears almost unreal in the wild.
“To encounter a Rusty-spotted Cat is something very few people in the world have experienced,” Jayasekara said. “It is not just a sighting — it is a moment of disbelief.”
A Tourism Opportunity After Dark
What makes these cats especially compelling is not just their rarity, but their accessibility.
Unlike the island’s larger, more famous wildlife, sightings do not always require long hours inside national parks. Instead, they can occur in carefully managed landscapes — wetlands, forest edges, and even within the grounds of eco-sensitive hotels.
One such example is Jetwing Vil Uyana, a property that has quietly demonstrated what is possible.
Located in the heart of the Cultural Triangle, the hotel sits within a restored wetland ecosystem where all three cat species have been recorded. Over more than a decade, guided night walks conducted by trained naturalists have offered guests rare glimpses into this hidden world.
“These experiences must be done with extreme care,” Jayasekara emphasised. “Low-impact lighting, small groups, and knowledgeable guides are critical. If done incorrectly, we risk disturbing the very species we are trying to protect.”
A Changing Global Audience
Sri Lanka’s tourism narrative has long revolved around its “big five” — elephants, leopards, sloth bears, blue whales and sperm whales. But global travel trends are shifting.
Today’s wildlife traveller is increasingly seeking intimate, lesser-known experiences — encounters that feel personal, rare, and authentic.
“For a visitor from Europe, where wild cats are virtually absent, the idea of seeing even one species is exciting,” Jayasekara said. “To potentially see three — in one country, in one journey — is extraordinary.”
He believes Sri Lanka is uniquely positioned to capitalise on this niche.
“This is not about replacing what we already have. It is about expanding the story — showing that Sri Lanka is not just about large animals, but also about the small, the secretive, and the scientifically fascinating.”
Conservation Through Experience
Beyond tourism, the implications are deeper.
The Fishing Cat continues to decline due to habitat destruction and human conflict. The Rusty-spotted Cat remains poorly studied, with significant gaps in scientific knowledge. Even the adaptable Jungle Cat is losing ground as grasslands disappear.
Jayasekara argues that responsible tourism can play a vital role in reversing these trends.
“When communities begin to see value in these animals — not as threats, but as assets — attitudes change,” he said. “A Fishing Cat alive in a wetland can generate far more long-term benefit than a wetland converted for short-term gain.”
Tourists, too, become part of the conservation chain.
“A single meaningful encounter can transform how a person sees the natural world. They go back, they share the story, and suddenly these small cats are no longer invisible.”
The Night Belongs to Sri Lanka
Across the island, as darkness settles over ancient reservoirs and forest edges, this quiet transformation is already underway.
A ripple disturbs the surface of a tank — a Fishing Cat at work. In the tall grass, a Jungle Cat pauses, ears alert. And somewhere in the shadows, almost impossibly small, a Rusty-spotted Cat watches with luminous eyes.
These are not distant, unreachable moments. They are unfolding now — in landscapes that millions pass every day.
Sri Lanka has long been celebrated for what it shows the world in daylight. But, as researchers and conservationists now suggest, its future may also lie in what it chooses to reveal after dark.
“The story is already here,” Jayasekara said. “We just need to tell it — carefully, responsibly, and with the respect these animals deserve.”
By Ifham Nizam
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