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Wednesday, 23 November 2022 00:05 - - {{hitsCtrl.values.hits}}
Seated (from left): Softlogic Life Senior Manager – Communications Harshini Fernando, Chief Marketing Officer Kavi Rajapaksha, Softlogic Holdings Chairman Ashok Pathirage, Softlogic Life Managing Director Iftikar Ahamed, and Assistant Vice President – Marketing Chamindri Pilimatalauwe
Standing (from left): Softlogic Life Assistant Vice President – Marketing Operations Roshan Sooriyaarachchi, Manager – Brand Development Gashi Kodithuwakku, Executive – Creative Development Avishka Saranga, Senior Manager – Channel Marketing Sakura De Silva, and Manager – Creative Development Pasan Ranathunga
Sri Lanka’s fastest growing life insurer, Softlogic Life, was recently honoured for its creative and clutter breaking marketing campaigns at the renowned Dragons of Asia Awards 2022.
The awards ceremony, held in Malaysia on 14 October, bestowed Sri Lanka’s leading life insurance company with three prestigious accolades – Gold, Silver and Blue Dragon Trophies – for embracing creativity and disruptive innovation, spearheading the local industry through inciting and ground-breaking communications efforts.
In its 22nd year, the coveted Dragons of Asia Marketing Communications Recognition Program sees the participation of countless contestants across 13 countries including giants such as India and China and identifies the best results-driven marketing communications by agencies and clients across the Asia-Pacific region. Following a stringent evaluation process, all entries from 17 categories undergo four rounds of assessment conducted by four independent panels of judges. Subsequently, the three highest scoring entries from each category are rewarded Gold/Silver/Bronze Dragons. In contrast, the Blue Dragon is exclusively rewarded to the highest-scoring entry in each country.
Softlogic Life was awarded the Gold Dragon for their ‘Live Life, Love Life Everyday’ campaign, which captured the hearts of Sri Lankans nationwide. By collaborating with five key members of the Sri Lanka Cricket Team, the company delivered a message of positivity, hope and resilience through a grand, captivating and cinematic film curated to inspire whole of Sri Lanka to Live Life Love Life everyday no matter how hard the situation is.
Softlogic Life also secured the Silver Dragon and Blue Dragon (Best Campaign in the Country) for its stellar attempt to make quality education more accessible via the ground-breaking ‘Guru Gedara’ Radio School initiative.
“I am truly happy that one of our campaigns has been celebrated as Sri Lanka’s best marketing campaign at the Dragons of Asia Awards 2022. This feat feels even more special as we have won several awards across different categories. All the winning works are great examples of purpose-powered creativity that actually disrupted the local industry that have been brought about by the determined efforts of our Marketing team,” said Softlogic Life Insurance PLC Chairman Ashok Pathirage.
Softlogic Life Managing Director Iftikar Ahamed stated, “The Dragons of Asia Marketing Communications Recognition Program represents innovative, best-in-class and result-orientated marketing strategies and campaigns, hand-picked from numerous contenders across the APAC region. As a young, home-grown brand of six years, we are extremely humbled and honoured to be recognised for our marketing efforts on such an esteemed platform. Softlogic Life has always been a purpose-driven brand. Our campaigns undoubtedly resonate with our unwavering commitment to inspire and uplift the lives of Sri Lankans.”
Softlogic Life Chief Marketing Officer Kavi Rajapaksha stated, “It brings us great honour to see our hard work and efforts being recognised at Asian levels, for the impact and effectiveness we intended to deliver through our campaigns. These incredible wins serve as motivation for us to continue working even harder to craft narratives which resonate with our customers and encourage our progress as a nation. I’d also like to extend my gratitude to our agency partners, Third Shift Media, MullenLowe Sri Lanka, Isobar Sri Lanka, New Media Solutions, Event 360◦ who have delivered beyond expectations and helped us bring these disruptive campaigns to life and also Sitha FM for giving us the opportunity to partner up with them in bringing out the innovative radio school initiative – Guru Gedara.”
