Keells and Enfection win Meta Reels Impact award for AI-driven innovation

Wednesday, 24 December 2025 00:00 - - {{hitsCtrl.values.hits}}

Keells Supermarkets and Enfection have clinched the top prize for ‘Best of Innovation and Generative AI in Reels’, at the Meta Reels Impact Awards for the South East Asia region. They beat submissions from Indonesia, Malaysia, Singapore, Thailand, the Philippines, Vietnam and the wider emerging markets. Facilitated locally by Roar AdX, the win positions Sri Lankan creativity firmly on the global stage.

This recognition was earned through a moment that turned chaos into culture. When a nationwide power blackout swept across Sri Lanka, triggered by a now-iconic, meme-fuelled incident involving monkeys and a transformer, Keells and Enfection refused to go silent.

Within 48 hours, the teams launched ‘Gizmo Gone Bananas’, a fully AI-generated reel introducing Gizmo, a cheeky chimp mascot who ‘caused chaos’ in pursuit of Keells’ new artisanal doughnuts. It became one of Sri Lanka’s first fully generative AI brand videos, blending surreal visuals, AI-generated lyrics and humour to turn a national crisis into a pop culture moment.

And the impact was unmistakable. The campaign drove a 44.72% surge in doughnut sales and lifted the broader Prepared Food category by 25%, showing that AI-driven creativity can deliver real commercial results.

For Keells, this win highlights the power of leaning into AI-driven innovation.Keells Omni Commerce, Digital and Loyalty Head Niresh Muthuratnanandan said, “The success of our Meta Reels has been incredible, showing us how powerful it can be when creativity and technology work hand in hand. We’re genuinely happy to partner with Enfection, whose AI-driven innovation and fresh thinking continue to elevate Keells. Together, we’re not just creating great content, we’re shaping the future of how we inspire, engage and connect with our customers.”

For Enfection, the award is a reflection of what happens when clients and the team are brave enough to move at the speed of culture and experiment with new ideas.

Enfection Associate Director – Client Success Team Azard Ameen said, “At Enfection, it has always been about doing novel things while staying rooted in the brand’s objectives, and being genuinely attractive to the intended audience. With this video, we didn’t use AI just for the sake of using it. We used it because it was relevant to the context and added real value. This recognition is a testament to that approach.”

With this win, Keells and Enfection have set a new benchmark for how Sri Lankan brands can shape the future of content through bold storytelling and breakthrough technology.