From Sri Lanka to the Global Stage: Maliban’s HumanTill Wins Crystal at MAD STARS 2026

Maliban’s purpose-driven HumaniTill: It’s a Second Chance to Life campaign has achieved international recognition by winning a Crystal Award at MAD STARS 2026 under the Brand Experience & Activation Stars | Culture & Context category, marking another milestone for Sri Lankan creativity on the global stage.

The recognition celebrates a campaign that transformed a simple yet powerful idea rooted in empathy into a meaningful brand experience, demonstrating how creativity can go beyond communication to create positive social impact.

MAD STARS, one of Asia’s most recognised global creative platforms, celebrates innovative ideas across advertising, marketing, and brand experiences. The awards recognise work that demonstrates creativity, cultural relevance, strategic thinking, and the ability to create meaningful connections with audiences, positioning winning work among the region’s most impactful creative initiatives.

The HumaniTill campaign was introduced under the Maliban Jeewithaloka Programme, with the aim of becoming a source of strength and hope for Sri Lankans facing life-changing challenges. The initiative was carried out in collaboration with the Meththa Foundation, a humanitarian organisation that has been supporting people with disabilities for over three decades by providing customised artificial limbs and helping them regain mobility, independence, and confidence.

Unlike a conventional donation box, HumaniTill was designed as a life-sized human figure featuring a transparent arm and leg, symbolising individuals who have lost limbs due to accidents or illness. The installation served as a powerful reminder of the importance of giving and the possibility of providing someone with a second chance at life.

The Crystal Award at MAD STARS 2026 further reinforces the impact of HumaniTill, recognising the campaign’s ability to combine purpose, creativity, and community participation into a powerful brand experience.

Commenting on the recognition, Positha Perera, Group Head, Corporate Communications at Maliban Group of Companies, stated, “At Maliban, inspiring goodness is a way of life. Through HumaniTill, our aim was to give people not only mobility, but a second chance at life. This recognition at MAD STARS 2026 is a testament to the power of meaningful ideas and the collective effort of everyone who supported this initiative. We are grateful to the Meththa Foundation for their invaluable contribution in helping bring hope and opportunity to those who need it most.”

The recognition at MAD STARS 2026 adds to Maliban’s growing portfolio of purpose-led initiatives that create meaningful impact beyond its role as one of Sri Lanka’s most trusted household brands.

Through HumaniTill, Maliban continues to demonstrate that creativity can inspire compassion, encourage action, and help transform lives, reinforcing its commitment to building a society driven by goodness, empathy, and hope.

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