JAT’s Digital Brand Building Recognised with Four SLIM DIGIS Awards

JAT Holdings PLC secured four awards at SLIM DIGIS 2.6, with its digital marketing work for Hydro+ and Harris recognised across brand, launch and integrated communications categories.

Leading the wins was the Hydro+ ‘Bithi Dosa’ campaign, which received two Silver Awards and a Bronze. The campaign secured Silver in the Best Use of Digital in a Brand Launch/Relaunch category and the Real Estate / Building Material / Hardware Brands category, together with Bronze for Cross Media Integration.

Developed around a distinctly Sri Lankan consumer insight, Bithi Dosa reframed common signs of wall dampness, algae and fungal growth through the familiar cultural idea of “Gedara Dosa” (Home Affliction). The campaign built intrigue around this idea before revealing Hydro+ and its waterproofing solutions, turning what can be a highly functional category conversation into one that was more accessible and culturally relevant to consumers.

JAT’s Harris ‘Siyawasaka Vishwasaniya Vishwasayak’ campaign, translating to “100 Years of Reliable Trust”, received Bronze in the Real Estate / Building Material / Hardware Brands category. Centred on Harris’ century-long heritage, the campaign reinforced the brand’s established position around reliability and trust, demonstrating how long-standing brand equity can be carried forward through contemporary communication.

Commenting on the recognition, Dilshan Rodrigo, Director – Sales & Marketing, JAT Holdings PLC, said, “Our categories have traditionally been driven by communication that leads with what a product does and the benefits it offers. With these campaigns, we chose to start with the consumer instead. With Bithi Dosa, for instance, we gave a name to a frustration that many consumers recognised but had never really had a term for. That insight allowed us to build a conversation around the problem first, before positioning Hydro+ as the solution. It reflects how we want to build our brands, by understanding a genuine consumer need, creating relevance around it and giving people a compelling reason to choose our products.”

Organised by the Sri Lanka Institute of Marketing, SLIM DIGIS recognises excellence in digital marketing across Sri Lanka, with work evaluated across areas including strategy, creativity, execution, integration and effectiveness.

As JAT continues to develop its portfolio across coatings and related categories, digital remains an important part of its wider brand-building approach. The recognition for Hydro+ and Harris reflects the Group’s continued investment in building distinctive brands and finding new ways to engage consumers across both established and evolving categories.