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 *

Latest News

486 dead, 341 missing, 171,778 displaced as at 0600hrs today [05]

Published

on

By

The situation report issued by the Disaster Management Center at 0600hrs today [5th December] confirms that 486 persons have died and another 341 persons are missing after the devastating weather conditions in the past week.

171,778 persons have been displaced and have taken refuge at 1,231 safety centers established by the government.

 

Continue Reading

News

Media slams govt.’s bid to use Emergency to silence critics

Published

on

Sunil Watagala

Media organisations have denounced Deputy Minister of Public Security and Parliamentary Affairs Sunil Watagala after he urged law enforcement authorities to use emergency regulations to take action against those posting allegedly defamatory content about the President and senior ministers on social media.

The Sri Lanka Working Journalists Association (SLWJA) yesterday issued a strongly worded statement condemning Watagala’s remarks, warning that they posed a direct threat to freedom of expression and media rights, particularly at a time when the country is struggling through a national disaster.

Watagala made the controversial comments on 2 December during a meeting at the Malabe Divisional Secretariat attended by government officials and Deputy Media Minister Dr. Kaushalya Ariyarathna. During the discussion, the Deputy Minister claimed that a coordinated effort was underway to spread distorted or false information about the disaster situation through physical means, social media, and even AI-generated content. He also alleged that individuals based overseas were contributing to such activity.

According to the SLWJA, Watagala went further, directing police officers present at the meeting to treat those posting such content “not merely as suspects but as offenders” and to take action against them under emergency regulations currently in force.

The SLWJA accused the government of abandoning the democratic principles it once campaigned on, noting that individuals who publicly championed free speech in the past were now attempting to clamp down on it. The association said this was not an isolated incident but part of a pattern of growing state pressure on journalists and media platforms over the past year.

It warned that attempts to criminalise commentary through emergency powers especially during a disaster constituted a grave violation of constitutional rights. The union urged the government to respect democratic freedoms and refrain from using disaster-related powers to silence criticism.

In a separate statement, Internet Media Action (IMA) also expressed “strong objection” to Watagala’s comments, describing them as a “serious threat to freedom of expression”, which it said is a fundamental right guaranteed to all Sri Lankan citizens.

The IMA said Watagala’s assertion that “malicious character assassination attacks” were being carried out against the President and others through social media or other media channels, and that such acts should attract severe punishment under emergency law, represented “an abuse of power”. The organisation also criticised the Deputy Minister’s claim that false opinions or misrepresentations whether physical, online, or generated by AI could not be permitted.

Using emergency regulations imposed for disaster management to suppress political criticism amounted to “theft of fundamental rights”, the statement said, adding that the move was aimed at deliberately restricting dissent and instilling fear among social media users.

“Criticism is not a crime,” the IMA said, warning that such rhetoric could lead to widespread intimidation and self-censorship among digital activists and ordinary citizens.

The group demanded that Watagala withdraw his statement unconditionally and insisted that freedom of expression cannot be curtailed under emergency laws or any other legal framework. It also called on the government to clarify its stance on the protection of fundamental rights amid increasing concerns from civil society.

Continue Reading

News

Cardinal calls for compassionate Christmas amid crisis

Published

on

Archbishop of Colombo

Archbishop of Colombo, Cardinal Malcolm Ranjith, has called on Sri Lankans to observe this Christmas with compassion and restraint, as the nation continues to recover from one of its worst natural disasters in recent memory.

In his message, the Colombo Archbishop has highlighted the scale of the crisis, noting that more than 1.5 million people have been displaced, while an “uncounted number” remain buried under debris in the hill country following landslides and severe flooding.

“It is a most painful situation,”

he has written acknowledging the difficulty of celebrating a season traditionally associated with joy while thousands are mourning lost loved ones, living in refugee centres, or left with nothing but the clothes they were wearing.

The Cardinal has urged the faithful to temper excessive celebrations and extravagance, instead focusing on helping those affected. “Celebrate, by all means, yes, but make it a moment of spiritual happiness and concern for the needs of those who suffer,” he said. “Assist as much as possible those who lost their loved ones, their homes, and their belongings.”

He has called for a Christmas marked by love, sharing, and solidarity, describing it as an opportunity to make the season “a deeply spiritual and joyful experience.”

Continue Reading

Trending