Execution

Rainco is a mass brand of umbrellas marketed in Sri Lanka. Being a tropical country, umbrellas are a commonly used product. The objective was to promote the brand during community events, so that the brand will strengthen its bonds on a spiritual platform. Vesak, the day that Lord Buddha was born, attained Enlightenment and passed into Nirvana is venerated by the people of Sri Lanka, which is predominantly a Buddhist country. Using this opportunity to communicate the brand message, Rainco created an Ambient communication in the form of a Pandol or Thorana (a colourful display as its known in the native language). The creative insight was that an umbrella has the same design structure of one of the most prominent Buddhist symbols - the "Dharmachakraya" or the Wheel of Dhamma. Both have a core or hub, 8 spokes and a rim. In Buddhism, these elements contain a special meaning to life. Considering this parallel, Rainco created a unique "umbrella Pandol" in the shape of the "Dharmachakraya". The structure was fabricated with wood. The colored bulbs which normally adorn such pandols were covered with umbrellas. The holistic view once assembled and lit up for public view was over whelming and much talked about. The Rainco umbrella pandol was erected in the schools district and was exposed to the school going children. The brand objective was to subliminally communicate a spiritual message to this target segment, which was considered to be fast losing their values and indigenous beliefs in the face of western thinking. Every time a young person opened an umbrella come rain or shine, they were indirectly reminded of the spiritual association of the brand and the value of the Dhamma.

English Translation of Main Headlines

Rainco Vesak Pandol