NDB Bank strikes hat trick at Effies

The only bank to win awards in three consecutive years 2009 to 2011

NDB Bank walked away with a Bronze Award for its ‘Ithuru Karana Maga’ initiative in the Financial Services Category at this year’s Effie Awards.

The bank secured the award at the Effie Awards organised by the Sri Lanka Institute of Marketing (SLIM) in partnership with Sri Lanka’s Advertising body, the 4A’s; for its effective and innovative campaign to promote the saving habit among the masses.

NDB Bank and Ogilvy Advertising teams together with the representative SLIM

The Effie Awards is only international advertising awards currently being conducted in Sri Lanka.

NDB Bank’s ‘Ithuru Karana Maga’ campaign was planned and implemented with the objective of promoting the savings habit among people, by extending the concept of ‘saving’ beyond the traditional monetary savings. Based on the campaign tagline - ‘ithithiri karamu, api hedemu, rata hadamu’, it’s numerous marketing initiatives highlighted the potential benefits of cutting down unnecessary waste that takes place in ones day-to-day lives, from electricity, water and telephones, to managing both time and the environment.

It also highlighted how savings made in these aspects will translate to a financial saving in the long term, thereby helping to build a brighter future for individuals as well as the nation. NDB Bank went that extra step to show how an average citizen can convert savings from minor lifestyle modifications, into practical financial value additions.

NDB Bank COO, Indrajit Wickremasinghe commenting on the win said, “We are proud to have won an Effie this year as well, and be the only bank in the country to win three Effie awards in three consecutive years. NDB Bank constantly strives to do things differently, daring to stand out while being effective in an intensely competitive environment.

This strategy has proven its self at the previous year’s Effies as well; where we were honoured with an award for the ‘Badu Malla’ campaign in 2009 and the ‘Savings Star’ campaign in 2010.” He added, “With our expertise in the banking sphere and the drive to go beyond the traditional norms of advertising that is supported by innovative concepts from our long standing advertising partner, Phoenix Ogilvy, we are confident of producing bold and effective campaigns in the years to come.”

Today, the Effies are known by marketers and agencies globally as the pre-eminent award in the industry. Since its inception in 1968 by the American Marketing Association (AMA), winning an Effie has become a global symbol of achievement. The Effie Awards were held for the fourth consecutive in Sri Lanka with the aim of honouring the most significant achievements in marketing communications and ‘ideas that work’.