Triad’s creative for CIC Agri wins ‘TV Ad of the Year’

CIC Agri Businesses’ advert created to communicate its corporate values won the ‘TV Commercial of the Year’ accolade at the 36th SIGNIS (OCIC/UNDA) Salutation for creative arts, television and cinema for 2012, which was held on 1 September at the BMICH.

The commercial, created by the ad agency Triad (Pvt) Ltd., beat competition, with the jury citing that “the commercial fulfils the brand’s service objectives well within the boundaries of creative media, whilst portraying the brand’s social values in a most respectful way to its target audience”.

The Jury panel included Rev. Fr.  Benedict Joseph (Chairman of Signis), Senior Journalist Kala Keerthi Edwin Ariyadasa, and Senior Media Spokesperson Aruna Lokuliyana.  

CIC Agri is the only seed to shelf agriculture company in Sri Lanka that manages over  10,000 acres of its own farm land, working directly with over 20,000 rural farmers and  produces a variety of agriculture and livestock  products like seed paddy, rice, fruits, vegetables, eggs, yoghurt, curd, etc. under its own brand name for the local and export market.

It is based on this insight that the Triad team set out to portray how CIC Agri Businesses works with a strong commitment to contribute towards the development of agriculture in Sri Lanka – transforming our island into a nutritious and healthy nation.

Triad has a history of producing insightful and memorable advertising campaigns. The new prize is thus the latest in a long line of honours. Director/CEO Sarva Ameresekera said that the campaign demonstrated the focus the creative team continues to follow, dwelling deep into the social insights which can be creatively translated into meaningful advertising messages in a contemporary situation.

CIC Agri Managing Director Keerthi Kotagama added: “How gratifying to see us emerge at the top for social communication. We are forever grateful to Triad, whose creative thinking brings us continuous recognition and award wins.”

Previously too, CIC Agri’s ‘Biththara Wee’ advert won the ‘TV Commercial of the Year’ accolade at the SLIM Nielson People’s Awards for the Year 2011.

OCIC Sri Lanka, with its Salutation, is famous for commemorating the best of Sri Lankan communication media – celebrating art, recognising the importance of cinema and television and the commitment of the artistes to respect and promote values through their creations.