Unilever to strengthen bonds among ethnic communities with Sunlight
FMCG giant Unilever has embarked on a nationwide initiative to strengthen bonds among the ethnic communities in the country by conceptualizing a branding campaign for ‘Sunlight’ that revolves around the recovery process of the Easter Sunday attack.
Calling it a purpose-led branding, the campaign is launched by ‘Sunlight’, a brand that is over 135 years old and enjoys a market leader position with an overall market share of 65 percent in the detergent category.
The campaign is themed ‘Manudam Viyamana’ and calls on Sri Lankans to symbolically ‘Open Hearts – Open Homes’ to illustrate the need to build trust, understanding and care for one another.
The campaign that entails two separate videos features two victims of the April Easter Sunday Attack narrating their journey in terms of emotional recovery, where they come out of the traumatic experience, to opening their homes to all Sri Lankans.
“While we were recovering from the 30 year war the 21st April incident took place and this shook the nation. These incidents over the years not only took the lives of our brothers, sisters, mothers, fathers, children and friends, but they also tore the fabric of trust between the communities living in harmony in our beautiful country,” said Unilever Home Care, Food and Refreshments Marketing Director Sharmila Bandara.
According to her, social research has revealed that inter racial disharmony is an important area of concern in Sri Lanka, particularly after the events of April 21st this year.
“Stemming from this incident, as a nation we have created reservations in our hearts towards each other,and our legendary hospitality is being tested as homes closed its doors to diverse communities and Sri Lanka closed her doors to unity, opined Bandara.
She shared that with a brand purpose to ‘strengthen bonds with care’, and a 135-year-old heritage of trust in the country, Sunlight recognizes the importance and the need to reweave the threads of trust in Sri Lanka.
In addition to the two video clips, the campaign will entail a ‘Manudam Viyamana’ anthem, and close with a ‘blessing’ ceremony where religious leaders from each community would participate in the event, showing their commitment.
When questioned about the budget for the campaign, Bandara, while not sharing numbers, revealed that the project is the largest carried out by Unilevers Sri Lanka to date.
The campaign that reflects on the attacks that took place five months ago, will be officially launched next week. Bandara clarified that the timing of the ‘Manudam Viyamana’, which is sensitive, was not intentionally aimed to be closer towards the Presidential elections that is due to take place in the weeks to come.
Unilever Sri Lanka is one of the largest FMCG companies in Sri Lanka, with 29 market leading brands in categories such as Home Care, Personal Care and Foods. It was established in Sri Lanka in 1938 with brands such as Sunlight, Lux and Pears. Unilever’s corporate purpose is to make sustainable living commonplace, and the Unilever Sustainable Living Plan sets out to decouple the company’s growth from environmental impact, while increasing its positive social impact.