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DateLine Wednesday, 04 April 2007

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Chillies 2007 "Insight Inside" communications campaign

CAMPAIGN: Despite a trend towards globalisation, the mantra of "one sight, one sound, one brand" has lost its luster as more and more brands awaken to the reality of ineffectiveness.

Brand stewards; marketers and agencies alike, realize the value of locally conceived communications that stem from insights on society and culture.

In recognition of the importance of insight-led creativity to the Sri Lankan advertising and marketing fraternity, the Chillies 2007 communications campaign draws attention to the need to understand the consumer, to draw relevance to their lives and to look within society for insights that lead to big ideas. Themed "Insight Inside" the campaign is the brainchild of Triad, winners of the Chillies 2006 Best of Show category.

Speaking on the campaign, Chairman of the Chillies 2007 Steering Committee S. Srikanth said "the campaign is built on the precept that powerful communications are born from powerful ideas, it celebrates the vision to look within for inspiration to create world-class creative communications.

This is a perfect fit with the Chillies vision to raise the bar of creative excellence, striving for diversity, dynamism and world class execution."

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