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Taking note of Sri Lanka’s young strategists

Opinion • WARC, May 2021

In conjunction with this year’s WARC Awards for Asian Strategy, this series aims to showcase perspectives from young strategists across Asia, highlighting their take on strategy as a marketing discipline and career path. This week, we speak to some rising stars from Sri Lanka.

Softlogic Life: Scratch and Text to Protect Your Life

Case Study • MMA Smarties, Silver, APAC, 2020

Softlogic Life, a life insurance brand, increased registrations and monthly premium payments in Sri Lanka.

Research in the wake of tragedy: When qualitative research became 'emotion work'

Research Paper • Sandeep Dutta, Anjani Athukorala, Fiona Juriansz Munasinghe and Ramani Samarasundera, ESOMAR Conference papers, APAC, 2020

Hemas, a consumer brand, outlines the challenges of conducting qualitative research in the aftermath of a national tragedy in Sri Lanka.

Softlogic Life: The underdog who disrupted life insurance in Sri Lanka

Case Study • Chamindri Pilimatalauwe, WARC Awards for Asian Strategy, Entrant, 2020

Insurance brand Softlogic Life used a multichannel approach to rebrand itself, drive policies and grow market share in Sri Lanka.

OTT to halve APAC pay TV growth by 2024

Data • Rob Clapp, WARC Data Points, January 2020

An overview of the pay TV market in Asia Pacific between 2019 and 2024.

Colombo Municipal Council: Life Chant

Case Study • Shehan Samarasinha, WARC Awards for Asian Strategy, Entrant, 2019

Colombo Municipal Council used the chanting power of monks to educate slum-dwellers who were unwittingly breeding dengue mosquitos near their homes on how to prevent it, in Sri Lanka.

Mobile internet unaffordable in nearly half of APAC markets

Data • Rob Clapp, WARC Data Points, June 2019

An overview of the cost of mobile internet across 24 Asia Pacific markets.

Marmite: Spoiler-Mite – The Game of Thrones Spoiler Blocker From Marmite

Rankings • WARC Media 100, 2019

Marmite, the food brand, set out to appeal to TV show lovers by creating a ‘spoiler blocker’.

Softlogic Life: The app that got the world walking

Case Study • Chamith Buthgumwa, WARC Media Awards, Entrant, Effective Use of Tech, 2018

Life insurance brand Softlogic Life created a virtual reality platform to speak to Sri Lankans, and get them walking, during the Buddhist festival of Vesak.

Softlogic Life: The campaign that saved 2500 lives

Case Study • Mohenesh Chamith, WARC Media Awards, Gold, Effective Use of Tech, and Special Award for Most Scalable Idea, 2017

Insurance company Softlogic Life developed a SMS emergency hotline aimed to rescue the victims of floods during the monsoons in Sri Lanka.

Litro Gas: Garu Ammawarune

Case Study • Sanjeewa Warusawitharana, WARC Awards for Asian Strategy, Entrant, 2017

Sri Lankan liquefied petroleum gas supplier, Litro Gas, used a digital campaign to increase brand recognition among domestic consumers.

Sony Singapore: Calorie Melting Music by Extra Bass

Case Study • Dragons of Asia, Blue Dragon, Best in Sri Lanka, 2017

Sony Singapore made its sports headphone line, MDR Extra Bass, relevant to exercisers by portraying music as an exercise amplifier.

Softlogic Life: Campaign That Saved 2500 Lives

Case Study • MMA Smarties, Silver, Messaging, 2017

This case study details how The Disaster Management Centre (DMC), the government-affiliated body to provide aid and rescue, introduced an SMS communication system as a means of contacting distressed individuals involved in floods in Sri Lanka.

Transparency International Sri Lanka: Uncover the truth

Case Study • SABRE Awards, Platinum, Asia-Pacific, 2017

Transparency International Sri Lanka (TISL), an NGO, partnered with media platforms to raise awareness of a new freedom of information law in Sri Lanka.

Iodex: Back breaking work – Record breaking results

Case Study • Praveena Perera, WARC Awards for Asian Strategy, Entrant, 2016

This case study shows how Iodex, a pain relief brand, created a diametrically opposite campaign to the market leader, in order to stand out from the crowded market and directly communicate to Sri Lankans.

Panadol: Sahanaabhimani

Case Study • WARC Awards for Asian Strategy, Entrant, 2016

This case study shows how Panadol, a pain relief brand, engaged with Sri Lankans to promote happiness and increase its brand affinity.

Manthri.lk: The Vote Scam

Case Study • WARC Awards for Asian Strategy, Entrant, 2016

This case study shows how Manthri.lk, Sri Lanka's only parliamentary monitoring platform, raised political awareness using a social experiment campaign.

Coca-Cola: Open Hearts to Open Happiness

Case Study • WARC Awards for Asian Strategy, Entrant, 2016

This case study shows how Coca-Cola, a carbonated beverages brand, overturned declining sales in Sri Lanka through an interactive campaign.

Mawbima National Newspaper: COVER RACISM

Case Study • AME Awards, Finalist, 2016

This case study shows how Mawbima, one of Sri Lanka's most important national newspapers, saw an opportunity at the Sinhala and Tamil New Year – a festival of equal significance to both majority Sinhalese and Tamils – to bring them together by creating a unique plate covering that encouraged sharing amongst the two races.

Mawbima: The newspaper that stopped Dengue in its tracks

Case Study • Murtaza A. Tajbhoy, WARC Awards for Asian Strategy, Bronze, 2015

This case study describes how Mawbima, a Sri Lankan national newspaper, used a natural mosquito repellent in its printing inks to help reduce dengue fever and grow revenue.

Pears: Happy Baby Learning Centre

Case Study • Dragons of Asia, Best in Sri Lanka, 2015

This case study indicates how Pears, a baby care products brand, improved brand awareness and increased sales in Sri Lanka using mobile to engage its consumers directly.

Ceylon Newspapers: The world's first mosquito repellent newspaper

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Ceylon Newspapers' three-year old publication Mawbima established a presence in a crowded Sri Lankan market by a novel education campaign about Dengue disease using the paper as a mosquito repellent.

Closeup fashionista

Case Study • Munazza Rafeek , WARC Prize for Social Strategy, Entrant, 2015

This case study describes how Closeup, a toothpaste brand, appealed to young Sri Lankans through fashion.

Pepsi breaks every barrier to take the fan ridiculously close to the action

Case Study • Shubhrojyoti Roy, WARC Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study describes how Pepsi shunned conventional advertising to bring the Pepsi Fan Dug-out to the 2012 T20 World Cup, an experience which allowed cricket fans to watch the game through the eyes of a cricketer, and delivered staggering ROIs.

Ada: How a newspaper helped a nation heal the wounds of war

Case Study • Murtaza A. Tajbhoy , WARC Awards for Asian Strategy, Shortlisted, 2014

This case study shows how, Ada ('Today'), a young newspaper in Sri Lanka, promoted national reconciliation in the run up to New Year celebrations to increase its circulation.

How to market to Vietnamese consumers

Article • Katrin Roscher, WARC Best Practice, November 2018

Outlines the eight key points to remember when marketing to Vietnam’s youthful and highly connected population of 96 million.
2020 Asian Strategy Report: Insights from the WARC Prize for Asian Strategy

Article • WARC Exclusive, October 2020

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2020.
Brand communication in the post-COVID era: The new communication playbook

Article • Aprajita Kalyani and Saachi Asthana, Research on WARC, August 2020

COVID-19 has turned the world upside down and led to fundamental shifts in the way people think and live, and these shifts have posed multiple questions before brands with respect to building a connection with the audience.
Nearly 90% of consumers have changed their behaviour because of COVID-19

Data • Rob Clapp, WARC Data Points, March 2020

An overview of changes in consumer behaviour because of the novel coronavirus (COVID-19) in eight Asia Pacific markets and the UK and US.
Half of consumers to shop online more after COVID-19

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), July 2020

An overview of consumer activities after the novel coronavirus (COVID-19) outbreak ends, including shopping online, exercising at home, using mobile payments and using food delivery services.
How to market to rural consumers in India

Article • Kunal Sinha , WARC Best Practice, September 2017

This article explains key steps marketers need to take to market effectively to rural consumers in India – a population of 840 million that is expected to grow.