Connect with us

News

Shift Integrated wins ‘Best Campaign in Country (Sri Lanka)’ at the prestigious 2023 Dragons of Asia awards in Kuala Lumpur

Published

on

The leading agency for thought-provoking and innovative marketing solutions, Shift Integrated, shone brightly at the recently-held 2023 Dragons of Asia awards in Kuala Lumpur, Malaysia. Since 2000, the Dragons of Asia have been recognising the very best in results-driven marketing communications, by agencies and clients, across all countries in Asia. The agency was awarded the Blue Dragon for the ‘Best in Country (Sri Lanka)’ for its Seylan Bank campaign, which encouraged Sri Lankans to sing the National Anthem in both Sinhala and Tamil on the 75th National Day.

The execution was also awarded the Gold Dragon under the category, ‘Best Small Budget Campaign”. Shift Integrated’s idea for Seylan Bank is a continuation of the theme the agency developed for celebrating National Day, which began with the question “What does it truly mean, to celebrate National Day?” The award-winning idea consisted of two videos, released on 4th February, featuring two groups of children singing the Sri Lankan National Anthem – one group in Sinhala and the other in Tamil.

The end of the videos reveal that the group that sang the Sinhala version are children whose mother tongue is Tamil, and the children that sang it in Tamil, are actually Sinhala-speaking children. Furthermore, the Tamil version of the National Anthem was published in leading national Sinhala-language newspapers, as a Sinhala transliteration, asking Sinhala speakers to learn the National Anthem in Tamil as well.

Similarly, the Sinhala version was published in Tamil language newspapers, as a Tamil transliteration. The campaign was ideated and created by Shift Integrated, while the launch on digital channels was handled by Shift Solutions and mainstream media rollout run by Third Shift Media.

Commenting on the Dragons of Asia honour, Selonica Perumal, Chief Executive Officer at Shift Integrated said, “The campaign’s success at this prestigious event is a testament to our client, Seylan Bank’s courage to try something different, and also mirrors our agency’s philosophy to ensure effectiveness of our creative executions. At Shift Integrated, we consider our ultimate reward to be that the campaign has won the hearts and minds of the nation and created a positive perception of the brand. These awards are an affirmation of our purpose of ‘making work that works’, the ethos that has characterised our journey as we celebrate the 15th anniversary of our operations this year.”

“Expanding further on our concept for Seylan Bank on the occasion of the National Day to encourage all Sri Lankans to learn both Sinhala and Tamil to achieve harmony and unity, we took it a notch higher this year. This year’s National Day campaign for Seylan Bank was to directly address the sensitive issue of singing the national anthem in both Sinhala and Tamil, and our campaign depicted this idea in a very strong manner,” added Sandun Lakmal, Group Vice President and Chief Creative Officer at Shift Integrated.

Further, Asiri Abhayaratne, Assistant General Manager of Marketing and Sales at Seylan Bank PLC said, “In post-conflict Sri Lanka, language has been identified as essential for reconciliation. Sadly, this challenge has not been realized by most of us. By breaking the unstated convention that brands need to be apolitical and neutral, we went ahead with this initiative because we, as the bank with a heart, believe that the diverse ethnic backgrounds that make up our culture is Sri Lanka’s biggest strength as we navigate the biggest crisis in our history.

We appreciate the tireless effort and creativity by Shift Integrated to help us communicate this message to the public. I would like to congratulate the entire team from Seylan Bank and Shift for walking away with honours at the prestigious Dragons of Asia 2023 awards.”

The campaign achieved its objective as it generated significant social conversations around harmony, unity and the need for learning both languages as well as improving Seylan Bank’s brand equity. The campaign has received praise from the business community, artistes, social activists and international journalists. Shift Integrated is an independent, fully-fledged creative agency based in Colombo, Sri Lanka.



Continue Reading
Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

News

Lankan aircrew fly daring UN Medevac in hostile conditions in Africa

Published

on

Lankan Air Force personnel rescuing a UN personnel at Zemio in Central African Republic

The Sri Lanka Aviation Unit operating under the United Nations (UN) mandate in the Central African Republic (CAR) has successfully carried out a critical Casualty Evacuation (CASEVAC) mission, under extremely hostile and volatile conditions.

The mission had been launched in response to an urgent request to evacuate two United Nations personnel who had sustained combat-related injuries in the Zemio area, the Sri Lanka Air Force (SLAF) said.

Accordingly, the evacuation has been conducted using a Mi-17 helicopter (UNO 325P).

The aircraft was captained by Wing Commander Nelson De Silva, with Flight

Lieutenant Arunoda Ekanayake serving as co-pilot.

The aircrew comprised Squadron Leader Sandeepa Wijayathunga, Sergeant WCN Senevirathne, and Corporal DVPM Rodrigo. The Aeromedical Evacuation Team included Group Captain Sujith Perera, Flight Sergeant KW Sumedha, and Flight Sergeant RDH Karunadasa, who provided critical in-flight medical care to the casualties, the SLAF stated.

The extraction site was located approximately 20 kilometres northeast of the Zemio Permanent Operating Base (POB) and posed significant operational challenges.

They included extremely dusty landing conditions, an unstable and rapidly evolving tactical environment, and the requirement for a precision landing under constant threat, the SLAF said.

Despite these constraints, the aircrew demonstrated remarkable courage, sound judgement, and outstanding airmanship throughout the operation.

A comprehensive threat assessment conducted by the aircraft commander, taking into account the critical condition of the casualties, reflected exceptional adaptability and operational decision-making, the statement added.

According to the SLAF, the total flight duration of the mission was one hour and 45 minutes. The injured personnel were safely evacuated from the hostile location and successfully transported to Bangui for advanced medical treatment.

Continue Reading

News

Lanka to observe National Safety Day today

Published

on

Sri Lanka will mark National Safety Day today (26) with countrywide religious observances, a national moment of silence and the main state commemoration at the Peraliya Tsunami Memorial in Galle, officials said yesterday.

The annual observance, declared in the aftermath of the 2004 Indian Ocean tsunami that claimed over 35,000 lives and left more than 5,000 people missing, is held each year to honour victims of the tsunami and other disasters, while reinforcing public awareness on disaster preparedness.

Disaster Management Centre (DMC) Director General Retired Major General Sudantha Ranasinghe said the 2025 programme would be conducted with due consideration to prevailing weather conditions caused by the Ditwah cyclone, with district-level multi-religious observances planned across the country.

“National Safety Day is a moment of remembrance and reflection. It also reminds us of the importance of preparedness, early warning and community resilience,” he said.

The main national commemoration will take place at the Peraliya Tsunami Memorial from 8.30 a.m. to 11.00 a.m., with the participation of government representatives, religious leaders, disaster survivors and families of victims.

Secretary to the Ministry of Defence Air Vice Marshal (Retd) Sampath Thuyacontha said a two-minute silence will be observed nationwide from 9.25 am to 9.27 am today, in memory of all those who lost their lives to the tsunami and other disasters.

“All institutions and members of the public are requested to observe this moment of silence as a mark of respect and national solidarity,” he said.

DMC Additional Director General Pradeep Kodippili urged the media to provide wide coverage to the main commemoration in Galle as well as district-level programmes organised through District Secretariats.

“Media support and public participation are essential to ensure that the lessons of past disasters remain alive and that a culture of safety is strengthened across the country,” Kodippili said.

National Safety Day has been observed annually on December 26 since 2005.

By Ifham Nizam ✍️

Continue Reading

News

Street vendors banned from Kandy City

Published

on

Mayor Chandrasiri Wijenayake

All forms of street vending within the Kandy Municipal Council area will be banned from January 1, Mayor Chandrasiri Wijenayake has said.The Kandy Mayor said the decision had been taken as part of efforts to preserve it as a clean and aesthetically pleasing city and to allow the public to move freely while enjoying its surroundings.

He said the ban would apply not only to streets in the city centre but across the entire municipal council area. The move, he added, follows long-standing public requests for a more systematic regulatory framework within the Kandy urban area and is aimed at ensuring public convenience and welfare.

Wijenayake stressed that the decision would be implemented without reversal.

The Kandy Municipal Council has already issued formal notices to pavement vendors directing them to cease operations. Street vendors had requested a three-month grace period to relocate, which will expire on December 31.

By S. K. Samaranayake ✍️

Continue Reading

Trending