Thunder of dragons will soon gather in Sri Lanka

Friday, 6 June 2025 00:02 - - {{hitsCtrl.values.hits}}

For 25 years, the elite Dragons of Asia results-focused Marketing Communications Recognition Program has been recognising the very best marketing work throughout Asia.

London-based WARC Advertising Research Group offered this support of the Dragons: “The Dragons of Asia are positioned alongside prestigious global effectiveness awards, such as the Cannes Lions, the IPA Effectiveness Awards & the Effies.”

The Dragons program has since expanded to Malaysia and Pakistan to recognise work from marketing professionals within those countries, as a threshold to competing in the pan-Asian Dragons of Asia.

Following the immense COVID-19 economic turmoil, the Dragons of Asia witnessed a complete re-set by the Sri Lankan marketing community in the quality of work entered in the 2023 Dragons of Asia. As a result, Sri Lanka achieved their best-ever Dragons result.

Recognising this creative resurgence, 4A’s Sri Lanka (Accredited Advertising Agencies Association of Sri Lanka) took the initiative to create greater opportunities for the Sri Lankan advertising industry—by opening the doors to international-standard awards recognition and empowering local professionals to compete on the global stage.

In collaboration with the Dragons of Asia, the inaugural 2024 ‘Dragons of Sri Lanka’ was launched with 5 entry categories, including a brand-new ‘Sri Lankan Dragon’ award. This move was aimed at maximising recognition of the work of Sri Lankan agencies and brand owners—both within Sri Lanka and across Asia.

The response was phenomenal: 19 Dragons were awarded in the first edition—7 Gold, 4 Silver, and 3 Bronze.

Riding this momentum, Sri Lankan entrants went on to achieve their best-ever result in the 2024 Dragons of Asia, winning 13 Dragons: 1 Blue, 3 Gold, 3 Silver, and 1 Bronze. One campaign was also shortlisted for the prestigious Best Campaign in Asia Red Dragon.

Building on this success, the 2025 Dragons of Sri Lanka introduces 10 entry categories, including refreshed formats and a brand-new Influencer & Content Creator category. This expanded platform invites the Sri Lankan marketing community to once again rise to the challenge—with the dream of becoming true Dragons of Business.

The 4A’s Sri Lanka will stage the first-ever Dragons of Sri Lanka Award Ceremony in Colombo on August 22, celebrating excellence in Sri Lankan marketing communications.

The Maharaja Media Network – Sri Lanka’s leading multi-platform broadcaster – has joined as the Official Media Partner. With a nationwide footprint that includes Sirasa TV, Shakthi TV, TV1, Sirasa FM, Yes FM, Shakthi FM, Y FM, and a robust digital ecosystem, they will play a pivotal role in amplifying the reach and impact of the Dragons of Sri Lanka. Their partnership ensures that the country’s most effective marketing ideas and innovations are brought to prime-time audiences - celebrating creativity, inspiring agencies and brands, and motivating the next generation of marketing talent across the island.

The deadline for entries in the second Dragons of Sri Lanka and the 25th Silver Anniversary Dragons of Asia is 15 June. Full details and entry guidelines are available at dragonsofasia.org.

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