Seeni Colombo wins big at Dragons of Sri Lanka 2025 for ground-breaking ‘Rebecaa Lee’ Campaign

• Agency takes home Gold for Best Innovative Idea and Silver for Best Cause, Environment and Sustainability

Creative agency Seeni Colombo was recognised once again for its innovation and purpose-led creativity at the Dragons of Sri Lanka 2025 held at Monarch Imperial on 22 August. 

The agency took home the Gold Award for Best Innovative Idea or Concept and the Silver Award for Best Cause, Environment and Sustainability Initiative for ‘Baby Talk’, a powerful campaign developed for baby care brand Rebecaa Lee.

The campaign made a breakthrough in Sri Lanka by being the first to publicly address Postpartum Depression (PPD). This condition affects one in seven mothers, yet is often left unspoken due to stigma and misinformation. While most baby care brands celebrate idealised moments of joy and perfection, Rebecaa Lee chose to recognise the unseen struggles of mothers, shifting the conversation from baby wellness alone to include mothers’ wellness as well.

Adopting a challenger brand strategy, Seeni Colombo positioned Rebecaa Lee not by being louder, but by being more honest and empathetic. On Mother’s Day, a day globally associated with flowers, smiles, and perfection, the campaign aimed instead to protect and support mothers who often feel inadequate, isolated, and unheard.

At the heart of the campaign was a mother speaking to her infant in gentle, playful baby talk. However, the subtitles revealed her inner turmoil: feelings of inadequacy, fear, exhaustion, guilt, and a plea for forgiveness for not being the “perfect mother” society expects. The film closed with a powerful reminder: “You don’t have to be perfect to be a mother. Just human.” 

Launched on Sirasa TV and across digital platforms, the hashtag #ItsOkayEvenToday sparked a national conversation, encouraging real mothers to share their unseen truths.

The online campaign encouraged real mothers to share their unseen truths, creating a collective support space and generating over 3,220,000 views within 24 hours, reaching more than 1,280,500 people, and resulting in a 40% increase in sales. The campaign sparked a societal shift as hospitals and government organisations contacted Rebecaa Lee to collaborate on awareness initiatives, turning a brand campaign into a genuine movement for mental health support. Initiatives included educational clinics and programs aimed at improving PPD diagnosis at grassroots levels. For the first time, many mothers in Sri Lanka felt seen and validated in their struggles.

Seeni Colombo Director and Co-Founder Ransley Burrows said, “This campaign could not have been possible without the visionary leadership of Selonica Perumal of ICL Marketing, who was brave not just to identify the condition, but to step up and make PPD the brand’s purpose, creating awareness and education amongst Sri Lankan mothers. We redefined what a baby care brand could stand for, not just for happy, joyful baby moments and baby’s wellness, but mother’s wellness too. As an agency, we believe creativity should not only solve business problems but also human problems.

Seeni Colombo Director and Co-Founder Mario De Soyza said: “Brands are influencers that shape the stories, values, and aspirations that define popular culture. Together with this influence comes a responsibility to create meaning, set standards, and leave a mark that uplifts rather than diminishes the world we live in.”