Ogilvy Sri Lanka Wins Across Advertising, Digital and Media at Dragons of Sri Lanka 2025

In a strong display of multi-disciplinary strength, Ogilvy Group Sri Lanka won key awards across advertising, digital, and media categories at the 2025 Dragons of Sri Lanka Awards recently. 

This year marks the inaugural edition of Dragons of Sri Lanka Awards in Colombo, organized by the Accredited Advertising Agencies Association of Sri Lanka (4A’s SL) together with the Dragons of Asia. The awards recognised marketing communications that deliver measurable results through strategic insight and creativity. 

Phoenix Ogilvy secured the Silver Award in the “Innovative Idea or Concept” category for its campaign for SriLankan Airlines titled, The Ramayana Trail. The campaign was part of a critical initiative in support of Sri Lanka’s tourism resurgence and sector growth. Targeting the Indian market, one of the country’s most vital inbound segments, the campaign reimagined the epic Ramayana as a travel experience, tapping into deep cultural and spiritual ties between the two nations. 

“At the agency, we’ve long believed a Ramayana Trail could be a powerful magnet for Indian tourists,” said Rajiv R. Menon, Chief Executive Creative Officer – Phoenix Ogilvy. “So, when SriLankan Airlines approached us, we were as ready as the venerable monkeys to build a modern Ram Sethu.”  He added, “Most Indians grow up on a rich diet of illustrated Ramayana stories. That inspired our Indian grandmother character, who narrates Lord Rama’s Lanka-bound rescue mission to her grandson. We brought the story to life through a comic book and vibrant animation, featuring real Sri Lankan locations. The campaign has received tremendous love in both Sri Lanka and India, with extensive media coverage.”

Meanwhile Ogilvy Digital earned a Silver Award in the “Brand Building and/or Awareness” category for its campaign for Singer Sri Lanka, titled “Take a Load Off Her Head”, launched during the country’s economic downturn. The campaign aimed at increasing value for Singer’s washing machines and sparked widespread engagement, reinforced by a calibrated media rollout, with Singer’s 400 retail outlets and 350+ dealer network activated as key conversion hubs.

“This campaign was about more than just advertising, it was a behavioural intervention designed to challenge the cultural norms surrounding Sri Lankan housewives and spotlight the daily burdens they silently carry,” said Janaka Thilakarathne, Creative Director at Ogilvy Digital. “We leaned into deep consumer insight and bold digital storytelling to spark conversation and drive action. By combining that with precise, resource-conscious activation, we not only helped Singer reclaim market leadership but also expanded household penetration in a category with historically low adoption. It’s a testament to what focused creativity and strategic clarity can achieve, even under constraint.”

Ogilvy Media’s recognition at the Dragons underscored its specialist strength in media strategy, with the agency credited as a Contributing Agency for Maliban’s 70th anniversary campaign, “When Maliban Gives Children the Nation’s Front Page,” which earned a Gold Dragon in the Event or Experiential category. The Agency further won two Black Dragons for Integrated Marketing and Innovative Idea or Concept for the same campaign, as well as a Black Dragon in the Event or Experiential category for Maliban Milk Products (Abayadanaya).