Soorya is a brand that is well known among all households in Sri Lanka. The objective was to showcase that Soorya match sticks last longer with a slower burn. Sri Lankans tend to be more attracted to chatter as people are more likely to discuss and gossip about a bad rumor compared to a good rumor, this was the foundation of the creative thought and campaign. Fire on a match stick can mean two different things. The first is the actual function of the product. The other, is how the insight of gossips that is substituted by fire lasts among the society/community. Hence, the creative illustration where the match stick head that sparks, is the subject to chatter and the wax stick resembles the number of people that the subjected matter is gossiped across, in order to portray the product USP of its long lasting burn. 3 Print Ads were published in Nawaliya which is local tabloid that is popular for trending stories. All 3 print ads showcase an illustration of how gossips within an office, village and political scenario starts with one person and slowly spreads across and keeps burning across multiple people. Each gossip and individual character was visually crafted to bring out the cultural relevance of the specific scenario.
This professional campaign titled 'Gossip' was published in Sri Lanka in March, 2019. It was created for the brand: Soorya Matchsticks, by ad agency: Newton. This Print medium campaign is related to the House, Garden industry and contains 3 media assets. It was submitted over 3 years ago by Director Advertising: Reshad Mohideen of Newton Lanka (Pvt) Ltd.
Advertising Agency: Newton Lanka, Dehiwala, Sri Lanka
Creative Director: Rushain Rodrigo
Director Advertising: Reshad Mohideen
Senior Art Director: Pasindu Silva
Illustrator: Prasad Thenuwara