Thursday Nov 13, 2025
Thursday Nov 13, 2025
Monday, 15 September 2025 02:09 - - {{hitsCtrl.values.hits}}
From left: Artslab Creatives Manager – Digital Shawn Moses; CEO Akhila Wijetunga; Hemas Consumer Brands – Sri Lanka Executive – Digital Marketing Prashan Rodrigo; Senior Manager – Digital Marketing Sheshan Jayawardana; General Manager – Marketing Sachini Gamage; Artslab Creatives Assistant Manager Chamathka Banneheka; Hemas Consumer Brands – Sri Lanka Assistant Brand Manager Anjalee Nelson; and Artslab Creatives Manager – Operations Ziyan Jaufer
Artslab Creatives, won two prestigious awards at SLIM DIGIS 2.5, Sri Lanka’s premier platform for digital marketing innovation and excellence, for the Fems Sri Lanka “Forward & Fearless” campaign. The campaign was recognised with a Silver Award in the category “Best Use of AI Technologies” and a Bronze Award for “Best CSR / Purpose-Driven Digital Marketing Campaign”, highlighting both its technological innovation and its powerful social impact.
The Fems Sri Lanka “Forward & Fearless” campaign is a revolutionary digital-first initiative that used AI Deepfake technology for positive social impact. It is the first CSR initiative in Sri Lanka to use AI Deepfake technology for user-generated, personalised content and marked Sri Lanka’s first-ever use of Deepfake technology for good, changing the face of menstruation by turning audiences into advocates.
Launched ahead of International Women’s Day 2024, the campaign tackled the critical issue of period poverty while challenging cultural stigmas around menstruation. Participants created customised campaign videos featuring their own face and preferred language, allowing them to personally become advocates for menstrual health. The solution harnessed advanced AI Deepfake technology powered by CUDA-enabled NVIDIA GPUs, seamlessly deployed across AWS and Google Cloud platforms to ensure scalability and performance. It delivered high-impact multilingual content in Sinhala, Tamil and English, enabling broader audience engagement across diverse markets. The campaign was further strengthened through strategic collaborations with key influencers and the production of premium-quality video assets, enhancing reach and credibility. At its core, the initiative championed inclusive storytelling by featuring both men and women, actively challenging stereotypes and breaking taboos to foster meaningful dialogue and social progress.
Artslab Creatives CEO and Founder Akhila Wijetunga stated, “Artslab Creatives’ vision and mission is to utilise technology, particularly AI, for good social causes, with technology at the centre of driving solutions towards a better future, bettering people’s lives, and telling stories with impact. Winning these awards is just a testament to Artslab Creatives’ continued drive to utilise AI and technology for social good. Our vision has always been to reimagine technology as a tool that makes people’s lives better. With this campaign, we not only helped break the silence around menstruation in Sri Lanka but also demonstrated how AI can be used to empower marginalised communities. These awards strengthen our resolve to continue innovating at the intersection of creativity, purpose, and technology.”
