Brand 'Feel Sri Lanka' moves beyond Colombo

Vipula Wanigasekera

There is probably little realization that some brands emerge with no theoretical indulgence. In Sri Lanka too, several brands have been created and held with high loyalty among consumers by business veterans of yesteryear, who only knew common sense.

Nonetheless, by no means statement undermines the need for branding in today's fierce competition for survival or growth.

That said, 'Feel Sri Lanka' was staged for the 24th time last Friday, a program of Sri Lankan dances presented by Sri Lanka Tourism for foreign visitors every Friday which was launched with much uncertainty at the beginning and is still conducted by three volunteers.

Much easier to organize a 'one shot' or annual event with the full heart and soul put into organizing.

But sustaining a cultural program of this nature successfully every week for 24 times by a statutory body, was seen almost an impossible. It also comes with a half day city tour.

Incidentally, last Friday, the writer was speaking to another four leaders of dance troupes (who consented to take part in the show), to brief them as to what is expected of the performances during this one hour show.

Emphasis had to be made that although we have preserved our precious dance forms for over centuries, we have not been able to present them to foreign audiences in their true perspective.

India, Bangladesh, Pakistan too face similar situations in spite of their unique dance forms that could mesmerize audiences.

Why then the modern dance forms like Bollywood styles and fusion dances have caught up the markets over the traditional one's. 'Feel Sri Lanka' attempts to address this question in its small way. Something that was long overdue and needs to be taken at a different level.

In fact this show has been a learning exercise for some renowned Sri Lankan artistes when the program needs to be conducted to a specification.

Fifty minutes, back to back, a few compulsory items to be traditional with each item not exceeding five minutes, and the rest to be improvised but creations on traditional steps, elegant costumes, perfect coordination, appropriate music and sounds, all these make the artistes think differently in relation to the occasion, characteristics and moods of the audience, specially the foreigners.

The funds go to the artistes and the hotel school. The achievement above all, is that thousands of tourists have already witnessed the show who will no doubt be Ambassadors for Sri Lankan culture and art in their own countries. Simple illustration is the continuous flashes of cameras and videos switched on during any show.

In addition to Friday's show, 'Feel Sri Lanka' is now a brand that moves beyond Hotel School auditorium and Colombo on demand and cost sharing basis. Apart from the authorities' commitment, sustainability of this so far had rested on industry members specially the city hoteliers, Tour Operators and Guide lecturers. This is a national effort to which they have come forward and supported.

' Feel Sri Lanka' serves a dual purpose of adding value to tour itineraries, specially the conferences, and making truly a contribution to art and culture of this country which has been preserved for future generations by a few dedicated and committed artistes in the country.

(The writer is attached to the Sri Lanka Tourism Convention Bureau).