AIA Sri Lanka becomes first-ever Sri Lankan award winner at Hashtag Asia Awards

AIA Sri Lanka has achieved a historic feat at the prestigious Hashtag Asia Awards 2024. 

The company’s long-standing lifesaving project, the “Poson Safety Program” campaign, not only secured a coveted finalist spot in the highly competitive “Best Integrated Social Media Campaign” category, but also emerged victorious as the Silver winner in the “Best Social Media Campaign: Facebook” category. This remarkable accomplishment marks the first time a Sri Lankan brand has reached the finalist stage and secured an award at the Hashtag Asia Awards, solidifying AIA Sri Lanka’s position as a leader in innovative social media marketing within the region.

The Hashtag Asia Awards, renowned for their rigour and esteemed judging panel, attracts submissions from across Asia, Australia, and New Zealand. This year, over 250 entries from some of the region’s most prominent brands vied for recognition. AIA Sri Lanka’s “Poson Safety Program” campaign stood out amidst this fierce competition, demonstrating the power of creativity and social impact.

The award-winning “Poson Safety Program” campaign was designed to save lives and raise awareness on safe-bathing practices during the annual Poson Poya festival, a significant religious holiday in Sri Lanka. Through a strategic and engaging social media strategy, the campaign leveraged Facebook as its primary platform to deliver crucial safety messages. The campaign captivated audiences with interactive content, informative infographics, and impactful videos, prompting nationwide discussions on responsible behaviour during the festive period. 

Further, the first-of-its-kind Poson safety map was promoted through engaging content, partnerships with influencers, and interactive activations. The campaign successfully promoted safe-bathing practices and contributed to the recording of ‘zero deaths’ due to drowning incidents during the festival period. AIA Sri Lanka’s commitment to social good resonated with the platform’s extensive user base, resulting in a resounding success.

AIA Sri Lanka Chief Marketing Officer Sasith Bambaradeniya said: “We are absolutely thrilled to have secured this prestigious award at the Hashtag Asia Awards. Reaching the finalist stage amongst such a distinguished group of regional and global brands was an honour in itself, and winning the Silver award is a true testament to the exceptional creativity and dedication of our marketing team. This recognition underlines AIA Sri Lanka’s unwavering commitment to leveraging the power of social media for positive social impact. The ‘Poson Safety Program’ aimed to promote responsible behaviour during an important religious festival in Sri Lanka, and we are delighted that our campaign resonated so deeply with the Sri Lankan community. This award serves as a powerful motivator for us to continue pushing boundaries and creating innovative social media campaigns that not only engage audiences but also contribute meaningfully to society.”

AIA Sri Lanka’s success at the Hashtag Asia Awards is a significant milestone for the Sri Lankan marketing landscape. It showcases the country’s growing prowess in the digital marketing sphere and paves the way for future Sri Lankan brands to compete on a global stage. 

The win further reinforces AIA Sri Lanka’s reputation for not only commitment to the community, but also innovation and its dedication to using social media for social good.