Sarva Integrated and Darley Butler win big at Effies

Tuesday, 11 February 2014 00:01 - - {{hitsCtrl.values.hits}}

Wins Silver award for Smile campaign which doubled sales volumes

Sarva Integrated, one of Sri Lanka’s foremost local advertising agencies, took top honours for their Denta communication campaign at the recently concluded Effie Awards 2013, winning one of only two Silver Awards given out for the night, proving once again that effective advertising is the key to success. Their award winning communication strategy for Denta toothbrushes revolved around changing the traditional approach of showcasing healthy, strong teeth and even turning the traditional target audience on its head. Instead of speaking to the end user of the toothbrush, Sarva Integrated advised their client to instead speak to the mothers of Sri Lanka. The insight behind this approach was that 100% of mothers want their daughters to be beautiful, and so Denta approached them with the message that true beauty starts with a beautiful smile. “The communication strategy and the execution itself proved to be a great success for us. At a time when the marketplace was flooded by toothpaste brands promoting their own brand of toothbrush, and gaining rapid market share, Denta was facing a huge uphill battle. Sarva Integrated’s approach in changing the target audience was an excellent example of effective lateral thinking and achieved a paradigm shift, which changed the entire playing field, leading to a huge market growth for the brand,” said Darley Butler & Co. Ltd. Personal Care CEO Ghaffar Ghouse. “Our focus, and ultimately our key strength, has always been delivering effective communication solutions that bring tangible bottom line growth for our clients.The Denta campaign and the Effie Award itself speak volumes for our heartfelt belief that effective advertising, based on local insights, is the need of the hour when it comes to marketing communications,” says Sarva Integrated Managing Director Chrishantha Jayasinghe. Sarva Integrated has been in operation for the past nine years and during that period has grown to become one of Sri Lanka’s most effective local agencies with an impressive track record of delivering iconic communication strategies and solutions that deliver high returns on investment for their clients. Some of their most recent work for clients such as Lanka Bell, Arpico Super Markets and Soft Logic Finance has been memorable for standing out of the clutter and connecting powerfully with the Sri Lankan public. Sarva Integrated lays claim to a diverse portfolio of clients such as Caltex, Union Assurance, Lanka Bell, DIMO, Hutch, BIC, Denta, Pan Asia Bank, Phoenix, Arpico and NDB Investment Bank to name a few.