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

Advisory for Severe Lightning for the Western and Sabaragamuwa provinces and Galle and Matara districts

Published

on

By

Advisory for Severe Lightning
Issued by the Natural Hazards Early Warning Centre  at 12.00 noon 07 February 2026 valid for the period until 11.00 p.m. 07 February 2026

Thundershowers accompanied with severe lightning are likely to occur at some places in the Western and Sabaragamuwa province and in Galle and Matara districts.

There may be temporary localized strong winds during thundershowers.

The general public is kindly requested to take adequate precautions to minimize damages caused by lightning activity.

ACTION REQUIRED:

The Department of Meteorology advises that people should:
 Seek shelter, preferably indoors and never under trees.
 Avoid open areas such as paddy fields, tea plantations and open water bodies during thunderstorms.
 Avoid using wired telephones and connected electric appliances during thunderstorms.
 Avoid using open vehicles, such as bicycles, tractors and boats etc.
 Beware of fallen trees and power lines.
 For emergency assistance contact the local disaster management authorities.

Continue Reading

News

INS GHARIAL departs island

Published

on

By

The Indian Naval Ship (INS) GHARIAL which made a port call in Colombo, departed the island on 06 Feb 26.

The Sri Lanka Navy bade a customary farewell to the departing ship at the Port of Colombo, following naval traditions.

During the ship’s port call, the crew took a sightseeing tour of key attractions in Colombo.

The visit also featured the handover of ten temporary Bailey Bridges, which were brought by INS GHARIAL, in coordination with the High Commission of India in Sri Lanka.

Continue Reading

News

Stop the collection of funds from parents at school level for Smart Boards — PM

Published

on

By

Prime Minister Dr. Harini Amarasuriya stated that the Ministry of Education has already commenced the distribution of Smart Boards required for the new education reforms, and that the collection of funds from parents at school level for this purpose must be stopped immediately. She further emphasized that no decision has been taken to curtail free education or to close the Jayewardenepura Faculty of Dental Sciences.

The Prime Minister made these remarks in response to a question raised in Parliament on Thursday [05th  February]  by the Leader of the Opposition,  Sajith Premadasa.

Elaborating further, the Prime Minister stated,

“Although the Leader of the Opposition has not traditionally upheld free education as a policy, I appreciate your stance on the matter at this juncture. However, I urge that questions should not be raised based on social media content or unverified rumours in Parliament. No decision has been taken to curtail free education or to close the Jayawardenepura Faculty of Dental Sciences. The Medical Faculty of the Wickramarachchi University of Indigenous Medicine had commenced operations without regulatory approval and had introduced course work, resulting in students being placed in a vulnerable situation. Necessary action is currently being taken based on the recommendations of a report submitted by an expert committee appointed to examine the issue. This this is not a political decision, but one guided by expert opinion”.

“Arrangements are underway to distribute the required Smart Boards to schools during this year, and  there is no need to collect funds from parents for this purpose. If any such collections are taking place, they must be stopped immediately. The Secretary to the Ministry of Education has already issued a directive instructing schools not to collect funds from parents”.

“The subject Information Technology will not be taught as a separate subject for Grades 1 to 5. However, recognizing the need to prepare students for a globally advancing technological world, discussions have been initiated based on expert advice on how to provide age-appropriate technological awareness to students. Decisions will be made after carefully considering child protection concerns and expert recommendations. The curriculum-related decisions will not be made politically, but by subject experts.

Based on the requests made by the universities and higher education institutions recruitment for essential academic vacancies is currently being carried out under the Cabinet approval. Although thirty years have passed since the establishment of the teacher service, further measures are required to enhance its quality. Existing issues relating to teacher promotions, considering the practical difficulties in evaluation processes and non-compliance with service minute provisions are being addressed alongside other challenges. The government is presently focused on formulating a systematic plan to ensure quality education.”

Responding to a question raised by the Member of Parliament Kader Mastan, the Prime Minister stated,

“Several programmes have been introduced based on government policy decisions to fulfill the basic needs of schoolchildren. These include the provision of school textbooks, uniforms, and the “Suraksha” health insurance scheme. Additionally, voucher schemes have been introduced to support the purchase of sanitary products for girls in Grades 6 to 13. Midday meals are also being provided for primary school students, and financial assistance is extended to students who pass the Grade 5 Scholarship Examination but do not receive bursaries. The Ministry of Education is in the process of gathering further information with the intention of expanding these programmes”.

The Prime Minister also announced that the 2025 G.C.E. Ordinary Level Examination is scheduled to be held from February 17 to 26. Although this period coincides with the observance of Ramadan, relevant authorities have confirmed that it will not pose an obstacle to the conduct of the examination. Furthermore, it has been decided to hold the Grade 5 Scholarship Examination and the G.C.E. Advanced Level Examination before August each year, and the G.C.E. Ordinary Level Examination in December. From 2026 onwards, efforts will be made to conduct examinations in accordance with this revised annual examination calendar.

[Prime Minister’s Media Division]

Continue Reading

Trending