Softlogic Life wins top award at Sri Lanka’s Effies 2019

Softlogic Life senior staff

ECONOMYNEXT – Softlogic Life Insurance Plc, has won the gold award for ‘brand of the year’ at the 2019 Effie Advertising awards in Sri Lanka.

Beating some of the leading brands in the country, Softlogic Life won the ‘Brand of the Year’ award for

The award was won by the firm’s ‘Leda Leda’ campaign, which the firm said had helped change the perception of insurance in the country.

Kavi Rajapaksha, Head of Marketing at Softlogic Life, said, “We are thrilled to win this coveted award within just three years of launching our brand. From the inception, we have been keen on driving the higher purpose of enhancing the quality of Sri Lankan lives versus just marketing products or services.

“We were brave enough to go against accepted industry norms and produce positive, relevant, engaging communication instead of the usual negative, fear mongering commercials – to inspire people to live happy, healthy lives,” Kavi Rajapaksha, Head of Marketing at Softlogic Life said in a statement.

“We are very happy to lead this much needed change in the way the life insurance industry communicated and engaged the public. This is a true testament to the fact that when you pursue excellence, success follows.”

Softlogic Life also won two Gold awards in ‘David vs Goliath’ and ‘Insurance’ categories, the Silver award in ‘Use of Influencers’ category and two Finalists awards in ‘Corporate Reputation’ and ‘Media Partnership’ categories.

Only 10 gold awards have been give since Effie Awards started in Sri Lanka, the firm said.

“A three-year-old life insurance brand winning not only five awards, which included two Golds, but the prestigious ‘Brand of the Year’ award at the Effies is an unprecedented achievement for all of us at Softlofgic Life,” Softlogic Life Managing Director Iftikar Ahamed said.

The Effie Awards was launched by the Sri Lanka Institute of Marketing (SLIM) in 2008 in collaboration with the Global Effies. (Colombo/Sept08/2019)