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Saturday Nov 16, 2024
Friday, 28 February 2014 00:46 - - {{hitsCtrl.values.hits}}
Changing the communication landscape of the country, in 2007 and 2008, Triad proudly won AC Nielsen’s People’s Award for “Best TV Commercial of the Year” for their nation moving campaign ‘Api Venuwen Api’. In 2011, continuing this amazing track record of winning, Triad succeeded in clinching the same accolade for its “CIC Biththara Vee” commercial. This year, creating yet another unmatched precedence in the local communications industry, Triad wins the People’s Award for the Nippolac “Honda Baas” commercial.
Through 21 years, Triad has challenged convention and proudly introduced homegrown communication strategies to develop strong brands in the country. Backed by arguably the most dynamic team of young professionals who are dedicated to translate novel business ideas into communication solutions, the company takes pride in servicing a portfolio of clients representing all sectors of commercial Sri Lanka. As a keen proponent of social communication, the company also extends its professional knowledge into creating community led campaigns, which have social upliftment as their focus.
Speaking on behalf of the company, Udeni Perera, Head of Client Servicing of Triad Ltd. said: “We speak to the hearts of the masses of this country. Our communication ideas are based on insights we have gathered from the common man. This knowledge gives us an advantage when developing communication that will make sense to the Sri Lankan people. Our success is really a reflection of what we genuinely believe in as a team.”
Further explaining about the brand she said: “Having worked with a true Sri Lankan entrepreneur, Raja Hewabowela and his brand Nippolac a number of years ago, it was indeed a great honour to be selected to handle the brand after the international merger with Nippon Paints of Japan. The key issue the brand had at this point was that there was no differentiation. In a highly cluttered market, all paint brands were proclaiming similar virtues and the customers were confused.
“Our understanding was that the lay decision to purchase a particular brand of paint was influenced by the ‘baas’ or the professional painter in charge of the task of painting. Research showed that the brand in fact had attributes that would build the confidence of a baas which in turn would help him to recommend the brand to his customer. Because of Nippolac’s thickness and consistency, it was felt that the paint had adequate quantity to paint a specific area to a quality finish. Also, the application was easy and smooth. A baas would undoubtedly feel comfortable to recommend the brand of paint, because he would be able to complete his assigned task to the satisfaction of his customer. It was this reality that was communicated using a touch of local humour, which made the TV commercial appealing to the target market and memorable in the midst of heavy clutter.”
The TV commercial was a massive success, that the concept of ‘Honda Baas’, was proactively depicted by people in cartoons, caricatures and other informal communication.
The creative concept of the above TV commercial was a brainchild of the Triad team, whilst the commercial direction was by Saminda Ranawaka of Inflame, who contributed immensely towards bringing the idea to life.
Winning the most prestigious advertising industry award for the fourth year at AC Nielsen’s People’s Awards, endorses Triad’s creative prowess in the industry. This grand win also sets the stage for many more local and global awards for the brand Triad, who believes in the ethos that “Sri Lanka Can”.
