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  • Wavemaker Switzerland EN
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  • Wavemaker Switzerland FR
Wavemaker Sri Lanka

Samaposha: Blended Trailers

Client

Ceylon Biscuits Limited

Market

Sri Lanka

Positive Provocation

Embedded the brand communication into a popular song on TV to relate better to children.

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See the results
Our
approach
01.
Challenge

Samaposha is a top breakfast cereal brand in Sri Lanka popular among children. The brand wanted to venture into an experimental & novel concept to break through the media clutter  & reach the target audience – children & parents,  through a creative approach.

02.
Insight+Strategy

Kids love learning through music. This is the insight we tapped into through an artistic notion. Our team looked at connecting with the audience through a song popular among children & connecting the brand.

‘Mini Pahana Obai’ televised on weekends was a suitable opportunity. A teledrama is rated among the top 5 programs in Sri Lanka. The story revolves around an Indian girl & the theme song of the drama is quite popular among children. Hence, our strategy was to integrate with the song to reach the audience.

03.
Activation

The inhouse team developed a simple set of lyrics that could easily be embedded into a 30-second blended trailer. It also showcased an Indian sweet “Laddu” that is quite similar to “Samaposha Laddu”, a dish that can be easily prepared and enjoyed by kids.

The song aired as a trailer on a frequency & also with the program promotions like sneak peeks & etc.

Results

The blended jingle was a great hit and was reached by over 10 Mn people across Sri Lanka. Many kids instantaneously mastered the simple lyrics & the song effortlessly became popular among them.

52%
Total TV Audience Reached
62%
Kid’s Audience Reached
2.4M
Kids Reached

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