Keells Super ‘Freshness’ Relaunch

Keells is a chain of supermarkets in Sri Lanka by Jaykay Marketing Services (Pvt) Limited, a subsidiary of Sri Lanka’s largest listed conglomerate- John Keells Holdings PLC. It is one of the principal retail operators in the country.

Keells re-launched the ‘freshness’ campaign along with the extension of their bakery items to hot food. Whilst the commercials propagated awareness, it was essential to showcase various other elements of the relaunch. The challenge was to position Keells as a retailer for people of any income status within urban sectors.

Audiences relate well with popular teledramas & actors are considered as influencers in most instances. The strategy was to integrate with few episodes of a teledrama to create a subtle brand connection along the storyline & influence audiences.

‘Deweni Inima’ was one such opportunity. It is the most-watched drama/soap on a leading television channel in Sri Lanka. The drama also garners a strong  online audience of over 700,000+ daily viewers

The campaign integrated with three episodes of the teledrama where Keells supermarkets were used as locations for the drama. The task of creating awareness on specific elements of the relaunch was creatively executed through the smart use of the characters &  storyline.