Softlogic Life outperforms Sri Lanka’s biggest brands to be crowned “Brand of the Year” for the 2nd consecutive time at Effie Awards 2021

Continuing on its winning trajectory, Sri Lanka’s fastest growing life insurer Softlogic Life, clinched the highly coveted ‘Most Effective Brand of the Year’ title at the prestigious stage of Effie Awards 2021. The young brand, recognized across the region for its dynamic and effective approach to Insurance communications, walked away with a haul of three top awards during the gala awards evening; one Gold, two Bronze along with three finalist awards. Dominating at the Effies for the 2nd year, propels Softlogic Life to the top of an elite collective of powerful brands admired locally and internationally for their unique, effective marketing communications.

The other awards won by Softlogic Life at the Effie Awards include a Gold award in the ‘Corporate Reputation’ category for their impactful, heartfelt ‘Monawada Mutte’ campaign, a bronze award in the ‘Insurance’ category for ‘the world’s first Postal Insurance’ initiative, a bronze award in the ‘Sustained Success’ category for their iconic ‘Leda Leda’ Campaign that disrupted the insurance communication landscape and three finalist awards in ‘COVID Response’, ‘Media Innovation’ and ‘Marketing Disruptors’ categories.

Expressing his views about this hard won achievement, Softlogic Life Managing Director Iftikar Ahamed said, “The Effies represent best-in-class exceptional, exclusive, and effective marketing strategies, creatives and executions globally, and it is an honour for us to be recognized on such an esteemed platform. This stellar performance and these awards resonate the strength of novel thinking, commitment, and the tireless effort that have been put into executing innovative, engaging campaigns that resonates with our customer needs and reflects who we are as a company.”

The Effie Awards are based on a stringent judging process where a broad scope of specific criteria are evaluated to award points to each marketing case. The four primary criteria include strategic communications, challenge and objectives, bringing the idea to life (includes the creative and media strategies and the work itself) and results which determines the effectiveness of the creative work in achieving company objectives. The Effie juries are comprised of some of the eminent and most experienced business leaders operating within and outside of Sri Lanka, who evaluate entries across all aspects of each campaign’s effectiveness.

Kavi Rajapaksha, Head of Marketing at Softlogic Life, said, “We are extremely humbled and honored to have been crowned ‘Brand of the Year’ for the second consecutive year and to be recognized as one among the country’s elite brands irrespective of being a brand as young as just 5 years. Ultimately, as a life insurer, our continuing vision is all about improving the quality of life of all Sri Lankans and giving them that much needed peace of mind, so that they are free to live life and love life. This philosophy forms backbone of all what Softlogic Life does as a brand close to the people, from the impactful, time relevant products that add value to our customers’ lives to the award-winning, meaningful and powerful campaigns that are curated to not only communicate our portfolio but also inspire and incite positive change within our communities. These wins serve as motivation for us to continue working even harder to craft narratives which resonate with our customers. In particular, I want to extend my gratitude to our exceptional agency partners, Mullen Lowe Sri Lanka, Third Shift Media, Isobar Sri Lanka, Shift Integrated, Magic Mango and PopKorn who have gone above and beyond and worked hard over the last 2 years with us to bring these disruptive campaigns to life.”

This historic win marks the third victory during this awards season for the brand, the first being their marked success at SLIM Digis 2021 where Softlogic Life walked away as one of the most awarded brands at Digis with 2 golds for best use of technology in Marketing, Best use of Experiential Digital Marketing, 1 silver for Best Marketing Digital Innovation and 1 finalist award. The second win was at the SLIM Brand Excellence Awards 2021, where Softlogic Life walked away with two silver awards in the ‘Innovative Brand of the Year’ and ‘Service Brand of the Year’ categories. These awards also stand testament to the expertise of the brand in the use of time relevant strategies that resonate with Sri Lankans, smart innovations and disruptive technologies to actively pave a path for state-of-the-art life insurance solutions for Sri Lankans, as well as to the outstanding brand excellence and resilience Softlogic Life has displayed during a year marred by a continuing pandemic and volatile business environment.

Known as one of the most prestigious awards in the marketing and advertising industry, The Effie Awards recognize any and all forms of effective marketing communications that contribute towards the success of a brand. Launched by the Sri Lanka Institute of Marketing (SLIM) in 2008 in collaboration with the Global Effies, the Effie awards has transformed the local advertising fraternity into a creative force in the region, empowering them to effectively communicate the core values and deliver invaluable results for a particular brand.

About Softlogic Life

About Softlogic Life
Softlogic Life Insurance PLC is a subsidiary of Softlogic Capital PLC and is part of the Softlogic Group, which is recognized as one of Sri Lanka’s most diversified and fastest-growing conglomerates with interests in Healthcare, Retail, ICT, Leisure, Automobiles and Financial Services. Significant stakeholders in the company include global investor Leapfrog Investments.