|Title||SPACE TO PRAY|
|Product / Service||INSURANCE|
|Entrant||TBWA\SRI LANKA Colombo, SRI LANKA|
|Entrant Company||TBWA\SRI LANKA Colombo, SRI LANKA|
|Advertising Agency||TBWA\SRI LANKA Colombo, SRI LANKA|
|Media Agency||OMD Colombo 6, SRI LANKA|
|Subhash Pinnapola||TBWA\SRI LANKA||Chief Creative Officer|
|Gowrie N Indraratne||TBWA\SRI LANKA||Client Service Director|
|Pandula Dasanayake||TBWA\SRI LANKA||Senior Client Service Manager|
|Kasun Wanigasekara||TBWA\SRI LANKA||Copywriter|
|Mithila Chamara||TBWA\SRI LANKA||Art Director|
|Saminda Priyadarshana||TBWA\SRI LANKA||Studio Manager|
|Kasun Pathirana||TBWA\SRI LANKA||Av Manager|
|Sawan Pawithra||TBWA\SRI LANKA||Illustrator|
|Srimal Chathuranga||TBWA\SRI LANKA||Illustrator|
Our challenge was to find a way to connect to the average Sri Lankan in a way that didn’t look commercial or forced. Our idea had to capture the brand’s essence – The Real Life Company.
As a multinational insurance company which recently entered into Sri Lanka, with its new global positioning ‘The Real Life Company’, AIA wanted to find a way to strengthen its connection with the local market.
We found an opportunity in ‘Vesak’, which is the most celebrated religious festival in the Sri Lankan calendar. Rather than doing the usual print ad of a ‘message’ that encapsulate the Buddha’s teachings, like most corporates do, we gave the devotee a newspaper space that connected to their spiritual devotions and stayed with them throughout this special day.
It was appreciated and looked for by devotees as the word spread all over the country. This special ad was also talked about in morning paper and news readings on local channels.