Multilac, the innovator releases corporate promise

Saturday, 14 December 2013 00:10 -     - {{hitsCtrl.values.hits}}

Multilac, the innovator is the only corporate entity in the Sri Lankan paint industry which has understood the pulse of Sri Lankans. The new corporate advertisement of Multilac, currently being telecasted through all local media channels, is truly unique as it touches the hearts of Sri Lankans. “Being a customer centered and a service oriented company, Multilac has always had a good understanding of the pulse of its customers. Thus the corporate advertisement of Multilac is the perfect opportunity to voice their message to their customers. The creative reach of their advertisement goes beyond most mundane paint advertisements,” said Multilac Head of Corporate Affairs and Business Development Nilrukshi De Silva in an exclusive interview where the endeavour of making Multilac’s corporate promise was unveiled. The core theme of the commercial, which is the brainchild of Multilac Managing Director Mizver Makeen is based on his respect and affection towards the Sri Lankan culture and traditions. Hence Makeen’s vision was to touch and speak to the heart of every Sri Lankan by relating colours to people’s emotions and their lifestyle in keeping with the traditional and cultural values of our country. Therefore, the concept and the lyrics of the slogan of the advertisement was sketched by Ajith Galapaththi based on Makeen’s vision of creating a powerful message which mirrored the Sri Lankan lifestyle, culture, social identity, trust and mutual respect Sri Lankans have for one another. All these values are reflected through colours that define them. “We wanted to bring out the best of Sri Lankan culture through the commercial as our aim was to speak to the hearts of our people rather than showcasing our products. This approach has been proven right given the immense response get from the public complimenting our effort,” De Silva added. The corporate advertisement was directed by Saminda Ranawaka of Inflame while the mesmerising melody was composed by Thusith Niroshan of ‘Centigradz’ while Ishan Lanthra sang the song. The commercial was shot against the backdrop of some of the most beautiful locations in the country where the theme of the advertisement was perfectly portrayed. The locations included Hatton, Padukka, Maharagama, Navam Mawatha, Colombo and the ground of Royal College, Colombo. Five instances portrayed through the commercial brings out the cultural aspect of the Sri Lankan society wonderfully conveying Multilac’s message to the customers. The warm smile of tea-plucking women in a tea estate dressed in vibrant colours, the blissful bond between a mother and child, the cheer of energetic youth and school children—the future of the country and their fusion with beautiful colours makes the commercial stand out. Sketching of the concept and the making of the commercial has in no way been a smooth sail since it was made with the untiring commitment of all those who were involved. The moulding of the end product was done after much fine tuning by Makeen who ensured that the right combination of creativity and technology were incorporated which resulted in the most powerful portrayal of Sri Lankan culture, traditions and values. The commercial is bound to have a lasting impact on people, carving a special memory into their hearts. Being the first company in the industry to adopt a method which reflects the ethos of its culture to reach out to their customers, Multilac sets an example to the whole world within its stature as a responsible corporate entity.