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ASIA-PACIFIC – COLOMBO, SRI LANKA – TBWA\TAL was recognized at the Sri Lanka Effie Awards with a Bronze award as well as two additional nominations. The recognition was significant for the growing agency, as it marked the first year that TBWA\TAL participated in the Effie Awards. It was also a fitting celebration for the TBWA\TAL team on the eve of their four-year anniversary.
Since 2006, the TBWA\TAL, combined with its below-the-line and activation-focused sister company TEQUILA Sri Lanka, has come a long way in both stature and performance, expanding its diverse client portfolio led by Aviva NDB Insurance, Ceylon Agro Industries (Prima), Standard Chartered Bank, Etihad Airways, Central Finance, and A B Mauri.
At the Effies, TBWA\TAL won a Bronze award in the ‘Packaged Foods’ category for Ceylon Agro’s Prima Kottumee – Rambari, the instant noodles with a spicy twist. The campaign, which launched in 2009, captured the hearts and minds of a youth audience with a creative strategy that revolved around fun and music, and a media strategy that explored unconventional ways to reach an audience. The campaign’s results were staggering. Prima Kottumee sales skyrocketed in Sri Lanka and, in turn, the brand was able to oust its instant noodle giant competitor from the market leader position.
The agency’s CSR ‘Poson’ (a celebrated annual Buddhist festival) and ‘Insurance Agents’ campaigns for Aviva NDB Insurance were also nominated. (No awards were given in their respective categories.)
The 2010 Effies in Sri Lanka had 87 entries overall, of which there were only 16 awards. Not a single Gold was awarded, only five Silver awards and 11 Bronze awards.
Thrilled with the Effie recognition, TBWA\TAL Managing Director Renuka Marshall said the secret to the agency’s success was their strong, team work. “On the one hand, there was the agency team that had both passion and commitment,” commented Marshall. “On the other hand, we had a client willing to step out from tradition and who appreciated our efforts. Of course, the real winner was Disruption. The combination was explosive, convincing the eminent Effie jury that we were among the best.”
