Hashan Haputhanthri makes Derana case study global

Hashan Travis Haputhanthri a successful marketing/brand strategist, eminent author cum philosopher of Travis Brandsology (the 1st Asian philosophy for brands), a positive brand critic and the co-author for two international books on branding, communication, interview skills and motivation has just concluded his third international co-authoring venture by highlighting ‘Manusath Derana’ as a case study. Centre of Education Growth and Research, India, New Delhi launched its international book in Effective Business Communication where for the first time carried a Sri Lankan real life case study. 

Hashan who was appointed last year to the CEGR advisory Committee Board as the first Sri Lankan, also became the first Sri Lankan marketing/branding professional to reach this height by carrying a Sri Lankan case study to an international marketing book. 

“All this time many authors wrote about European case studies to foreign books. We learnt about European case studies. Then I thought I should write an original case study with regards to one of our own brands. I selected ‘Manusath Derana’ as a brand and looked through a communication view point. The way the entire team handled a) The Kidney Machine donation and b) The Floods. With regards to floods, the entire Derana Team made the brand living. This was my argument with many brand theoreticians that according to theory brand is a symbol, name, design, etc. But according to my definition brands live. 

“Brand is like a human. Manusath Derana proved it with an amazing communication style and with a super human touch. I believe time is up to change the definition of brands and brand management. I must thank the creator of Derana Channel, creator of Manusath Derana brand, the news crew, the presenters and staff of Derana who made this brand living. This gave me attention to widen the scope of Sri Lanka’s branding effort. We proved once again to the world that Sri Lanka can,” said Haputhanthri. 

Hashan Haputhanthri, currently the Head of Marketing for TVS Lanka recently won Gold awards for the prestigious SLIM Product Brand of the Year, SLIM Innovative Brand of the year and won the Silver for Turnaround Brand of the Year for TVS Lanka. Hashan earlier in 2012 won the Turnaround Brand of the year Gold for Maliban Smart Cream Cracker. Also, recently he was conferred as one of the ‘Most Influential Marketing Leader’ among Top 100 Global Marketing Heads. 

Hashan, is the founder of YES Academy (Sri Lanka’s only coaching academy for branding/marketing) and invented IGNITE motivational coaching program which he launched internationally. Hashan, also heads Sri Lanka’s first practical brand training academy – YES Academy and has introduced the ‘Practical Brand Manager’ course for the brand lovers which runs for six months. 

Hashan has more than 20 innovations under his name and seven patents. Hashan is instrumental in educating with regards to brand critics where he has already written 40 short critics via FB and linked in has introduced practical branding critics trend in Sri Lanka which is another patent innovation. 

Having more than 20 years of brand marketing experience for both food and non food, Hashan headed brands like Nivea, Maliban Biscuits (instrumental in launching Maliban Smart Cream Crackers) and in Fiji Islands – Sunquick, Weetbics, Royal Tea, Island Chill Mineral water and 30 other major brands. Hashan has done research in Inca, Egypt and Sri Lankan symbology. He has further researched colour psychology and namelogy as well. Brand marketing and non conventional marketing are his inventions and newly revamped Diploma in Strategic Brand Management for SLIM is also his invention. 

Centre for Education Growth and Research (CEGR) is an independent think tank dedicated towards qualitative, innovative and employability-enhancing education, preparing the next generation as future leaders. The Centre provides a platform for the exchange of dialogue among Academicians, Corporate, media and policy makers and augments educational growth and research. The Centre realises the importance of citizens’ involvement in education and is committed to bring inclusive development in society.

CEGR advocates for quality education and for that regularly organises national seminar, conference, workshop on various issues related to education, skill development, entrepreneurship, women empowerment and other allied issues. Recommendations emerged from the deliberations are widely circulated to relevant stakeholders and pursue them to follow the recommendations. Centre through its 15 discipline committees, 24 industry committees and other sub committees regularly comes with reports and publications in the benefit of society which are widely accepted as the authentic reference for the research. CEGR through its five independent departments i.e. Social Welfare Department, Entrepreneurship Research and Incubation Centre (ERIC), Skill Enhancement Department, Research and Advocacy Department and Girls Education Department is engaged in social initiatives like create an entrepreneur campaign, free lecture session, free medical aid and other social causes. 

To enhance skills it has launched advance and certificate program on Entrepreneurship, Higher Education Leadership and Management, Corporate Employability Skills and Research Methodologies at a very nominal cost. 

Vision of CEGR is to be the leading Research Based Education Think Tank of India assisting government in drafting stakeholder centric policies and in the benefit of society. CEGR aspires to assist government in creating India as the best Global Research Hub and preferred global education destination for the students i.e. Learn in India.