Exciting one-of-a-kind Avurudu promotion at Laugfs Supermarkets
Friday, 11 April 2014 00:00
Cutting through the commercial clutter using a fresh ‘Village in Suburbia’ angle, Laugfs supermarkets launched an innovative promotional campaign, named ‘Labandhiyawe Sahal Mangalya’ this Avurudu season.
Centered around the traditional “Sahal Mangalya” or harvest festival, Laugfs offers a free kilo of rice for every Rs. 750 spent to every customer that has four of the participating brands in their item list. In a unique venture Laugfs is giving away a grand prize of a valuable land close to Colombo, consisting of a plot for building a home, with an adjacent plot for farming. This concept is emphasised by the very ethnically rooted term “godin ekai madin ekai”.
Through this promotion, Laugfs hopes to encourage everyday Sri Lankans to embrace Sri Lankan culture and profit from the agriculturally rich heritage of our country by owning their own land to live and farm on.
From the heart of the village culture, the humble scarecrow has been around the field through all its stages and is deeply rooted in cultivation, protection and the harvest of paddy. This is why Laugfs personifies our hero of the fields to drive the campaign, perfectly amalgamating the promotion.
The ‘Ihala Gedara’ family – consisting of Muthubanda as the head of the family, Mangohami his wife, Punchikira his son and Handamali as his daughter together act as ambassadors for Laugfs. In predominantly Tamil areas, these characters will be named as Mutthuswami, Thangamma, Sinnarasu and Chandiramathi, respectively.
Dressed in colourful garb and genuine smiles these two families reach out to the community and invite them to celebrate ‘Labandhiyawe Sahal Mangalya’ with them.
Laugfs further promotes its campaign via an outreach where the Ihala Gedara family embarks of a journey through the towns, byroads and lanes of areas surrounding the stores in traditional bullock carts singing ‘Avurudu Thala’ and bringing gifts for the little ones to with you for Avurudu.
Each store posses unique deco to reinforce the promotion as they compete internally for the best dressed store this year, so visit your nearest Laugfs store to share in the ‘Labandhiyawe Sahal Mangalya’ as you receive free rice, hear Avurudhu Thala, participate in the promotions and take home gifts this Avurudu. You may be the proud recipient of a land and field this coming New Year.