- Honoured with prestigious Gold, Silver and Blue Dragon awards for groundbreaking marketing campaigns
Sri Lanka’s fastest growing life insurer, Softlogic Life, was recently honoured for its creative and clutter breaking marketing campaigns at the renowned Dragons of Asia Awards 2022. The awards ceremony, held in Malaysia on 14th October, bestowed Sri Lanka’s leading life insurance company with three prestigious accolades – Gold, Silver and Blue Dragon Trophies – for embracing creativity and disruptive innovation, spearheading the local industry through inciting and ground-breaking communications efforts.
In its 22nd year, the coveted Dragons of Asia Marketing Communications Recognition Programme sees the participation of countless contestants across 13 countries including giants such as India & China and identifies the best results-driven marketing communications by agencies and clients across the Asia-Pacific region. Following a stringent evaluation process, all entries from 17 categories undergo four rounds of assessment conducted by four independent panels of judges. Subsequently, the three highest scoring entries from each category are rewarded Gold/Silver/Bronze Dragons. In contrast, the Blue Dragon is exclusively rewarded to the highest-scoring entry in each country.
Softlogic Life was awarded the Gold Dragon for their ‘Live Life, Love Life Everyday’ campaign, which captured the hearts of Sri Lankans nationwide. By collaborating with five key members of the Sri Lanka Cricket Team, the company delivered a message of positivity, hope and resilience through a grand, captivating and cinematic film curated to inspire whole of Sri Lanka to Live Life Love Life everyday no matter how hard the situation is.
Furthermore, Softlogic Life also secured the Silver Dragon and Blue Dragon (Best Campaign in the Country) for its stellar attempt to make quality education more accessible via the ground-breaking ‘Guru Gedara’ Radio School initiative. The company strategically partnered with the popular radio channel Sitha FM to better support GCE A/L students, who otherwise had limited or no access to remote learning tools or opportunities, especially amidst recurring COVID lockdowns last year. Education has always been a key CSR focus for Softlogic Life, and many children from underprivileged communities were able to continue their vital education in subjects ranging from Biology, Sinhala, Chemistry, Accounting, Media and Communications, and Logic.
“I am truly happy that one of our campaigns has been celebrated as Sri Lanka’s best marketing campaign at the Dragons of Asia Awards 2022. This feat feels even more special as we have won several awards across different categories. All the winning works are great examples of purpose-powered creativity that actually disrupted the local industry that have been brought about by the determined efforts of our Marketing team.” said Softlogic Life Insurance PLC Chairman Mr. Ashok Pathirage.
Iftikar Ahamed, Managing Director of Softlogic Life, stated, “The Dragons of Asia Marketing Communications Recognition Programme represents innovative, best-in-class and result-orientated marketing strategies and campaigns, hand-picked from numerous contenders across the APAC region. As a young, home-grown brand of six years, we are extremely humbled and honoured to be recognized for our marketing efforts on such an esteemed platform. Softlogic Life has always been a purpose-driven brand. Our campaigns undoubtedly resonate with our unwavering commitment to inspire and uplift the lives of Sri Lankans.”
Kavi Rajapaksha, Chief Marketing Officer at Softlogic Life stated, “It brings us great honor to see our hard work and efforts being recognized at Asian levels, for the impact and effectiveness we intended to deliver through our campaigns. These incredible wins serve as motivation for us to continue working even harder to craft narratives which resonate with our customers and encourage our progress as a nation. I’d also like to extend my gratitude to our agency partners, Third Shift Media, MullenLowe Sri Lanka, Isobar Sri Lanka, New Media Solutions, Event 360◦ who have delivered beyond expectations and helped us bring these disruptive campaigns to life and also Sitha FM for giving us the opportunity to partner up with them in bringing out the innovative radio school initiative – Guru Gedara.”
Making waves globally, ‘Live Life, Love Life Everyday’ and ‘Sitha Guru Gedara’ initiatives further amplify Softlogic Life’s brand vision of driving an excellent quality of life among all Sri Lankans. The two innovative campaigns utilized several impactful and engaging mediums to spread powerful messages to the public, further driving valuable social dialogues among the local community. The award-winning campaigns reflect the organization’s core values of optimism and perseverance – principles that have steered the young brand to the highest echelons of business success today.
(L to R) Seated: Harshini Fernando, Senior Manager – Communications (Softlogic Life), Kavi Rajapaksha, Chief Marketing Officer (Softlogic Life), Ashok Pathirage, Chairman (Softlogic Holdings), Iftikar Ahamed, Managing Director (Softlogic Life), Chamindri Pilimatalauwe, Assistant Vice President – Marketing (Softlogic Life).
(L to R) Standing: Roshan Sooriyaarachchi, Assistant Vice President – Marketing Operations (Softlogic Life), Gashi Kodithuwakku, Manager – Brand Development (Softlogic Life), Avishka Saranga, Executive – Creative Development (Softlogic Life), Sakura De Silva, Senior Manager – Channel Marketing (Softlogic Life), Pasan Ranathunga, Manager – Creative Development (Softlogic Life)