Thursday Oct 16, 2025
Thursday Oct 16, 2025
Tuesday, 23 September 2025 00:44 - - {{hitsCtrl.values.hits}}
National Development Bank PLC has announced its achievement of winning Gold at the SLIM Digis 2.5 Awards, Sri Lanka’s premier recognition for excellence in digital marketing. The accolade was awarded for the bank’s NDB Avurudu Dupatha campaign, a bold and innovative initiative that blended gaming, storytelling, and digital banking to position NDB NEOS as the app of choice for Sri Lanka’s younger generation.
The campaign, executed in collaboration with Gamer.LK, was launched during the Sinhala and Tamil New Year season, a time that is deeply embedded in culture and community. Rather than opting for a traditional campaign, NDB chose to connect with its target audience in a space where they naturally thrive, the gaming universe.
At the heart of the initiative was an imaginative storyline that transformed NDB’s digital banking offering into a thrilling adventure. The virtual NDB Avurudu Dupatha was under siege by the Economic Demon, “Arthika Buthaya”, who disrupted the island’s ability to exchange and trade. Leading gaming influencers Maniya and Sadu rallied together with a team of 16 popular gamers to save the island. Viewers actively followed the journey as players raced to collect 500 scattered “NDB fragments” that would restore power to defeat the demon and resurrect the island’s hero.
The campaign reached its climax when Maniya, chosen by popular vote, harnessed the power of the NEOS app to complete the victory. From scanning QR codes to purchasing in-game clothing, supporting digital artists, and donating to the Clean Ocean Force’s ‘Adopt a Beach’ initiative, NEOS was seamlessly integrated into the narrative, demonstrating its real-life applications in fun, relatable, and interactive ways.
By bringing NEOS into this digital storytelling experience, NDB effectively showcased features such as instant fund transfers, seamless QR payments, bill settlement options, and vKYC-enabled online account opening. These integrations resonated strongly with Gen Z and Millennials, audiences who value speed, convenience, and digital-first lifestyles.
The campaign was further amplified through live streams hosted by the gaming influencers, creating a festival-like atmosphere that merged the joy of Avurudu with the excitement of gaming. Audiences didn’t just watch; they interacted, engaged, and became part of the journey, resulting in a level of immersion and brand affinity that conventional advertising could not achieve.
NDB Bank Assistant Vice President and Head of Marketing Darshana Jayasinghe said, “Winning Gold at SLIM Digis 2.5 is a landmark moment for us at NDB. Avurudu Dupatha was more than a campaign, it was a cultural moment where digital banking met community storytelling. By entering the gaming universe, we brought NEOS into the lives of young Sri Lankans in a way that was authentic, entertaining, and empowering. This award validates our vision to go beyond banking and create experiences that resonate deeply with our customers.”
The NDB Avurudu Dupatha campaign stands as a benchmark in Sri Lanka’s digital marketing landscape, blending fantasy with functionality, culture with technology, and entertainment with empowerment. For NDB, this victory is not only a recognition of creative excellence but also a reaffirmation of its commitment to redefining customer engagement while empowering Sri Lankans with true financial freedom.
