Business News
New Media Solutions wins two prestigious awards at 4A’s Advertising Awards 2024
New Media Solutions (NMS), a leading player in homegrown media, brand communications and public relations, recently won a Silver and a Bronze award at the inaugural Four A’s Advertising Awards 2024 for its outstanding work with Softlogic Life, Sri Lanka’s 2nd largest life insurer. NMS won the Silver award under the Integrated category and the Bronze award under the PR category for their innovative ‘Sri Lanka’s Inspiring Christmas Tree of Hope’ campaign.
Softlogic Life unveiled its iconic vegetable Christmas tree at the most iconic Galle Face roundabout last December for the second consecutive year in 2023. The Christmas tree was made up of vegetable plants planted and sent to Softlogic Life by people from all four corners of Sri Lanka. It went down in history as Sri Lanka’s first-ever crowdsourced Christmas tree made of vegetable plants. This unique installation comprised 2,000+ organic plants of diverse varieties and nutritional values, all put together to create a Christmas tree amidst harsh sunlight, sea breeze and humidity. This was a unique way to tell Sri Lanka how blessed we are as a nation because if Softlogic Life can do it here under such environmental conditions, anyone anywhere can start their own home garden, even if it’s on a balcony in their home.
New Media Solutions was pivotal in bringing this innovative campaign to life, employing creativity and strategic thinking to amplify Softlogic Life’s message. The agency’s comprehensive approach involved leveraging various media channels and public relations platforms to ensure maximum visibility and engagement.
Expressing his views about their recent win, New Media Solutions Managing Director Nilupa Sanjaya Liyanage said, “We are deeply honoured to receive two prestigious awards at the inaugural Four A’s Advertising Awards in Sri Lanka. This recognition is a testament to our entire team’s creativity, dedication, and hard work. Our collaboration with Softlogic Life on the iconic vegetable Christmas tree campaign celebrated the festive season. Also, it promoted sustainable living and community engagement across Sri Lanka. This project showcased the power of innovative communication and the remarkable potential within our nation. We are proud to have inspired Sri Lankans to take up home gardening and contribute to a greener, more self-sufficient future.”
‘From Seeds to Stories: Sri Lanka’s Inspiring Christmas Tree of Hope’ campaign allowed New Media Solutions to demonstrate their unmatched creativity in media and brand communications. Embracing the unconventional nature of the initiative, the agency set out to create a narrative that encapsulated the festive spirit and connected deeply with the public. By merging creativity into every facet of the campaign, NMS successfully highlighted the significance of sustainability and community involvement. The two awards at the 4A’s Awards are a testament to the agency’s commitment to redefining the landscape of traditional marketing and communication in the country.
“I’d like to congratulate New Media Solutions on winning two well-deserved awards at the inaugural Four A’s Advertising Awards. Their unconventional approach to PR, exceptional creativity and unwavering dedication were pivotal in successfully bringing this integrated campaign to life, transforming it into a symbol of sustainability and community through this unorthodox approach. We are proud to have such committed and talented partners and look forward to continuing our journey of inspiring positive change together in Sri Lanka,” said Head of Marketing, Softlogic Life – Chamindri Pilimatalauwe.
New Media Solutions is a collection of seasoned veterans from media relations, brand communications, and public relations who master their service offerings, including media strategies, lobbying, mass communications, content creation, digital media, advertising, and crisis management. The company is led by Co-Founder and current Chief Executive Officer Nilupa Sanjaya Liyanage, a communications veteran with over 15 years of experience in advertising, journalism, broadcasting and digital media.
Arjuna Samarakoon and team pictured at the completion of the Pekoe Trail
Arjuna Nayanka Samarakoon, better known as Arj Samarakoon, has built a reputation as an investor, reform advocate, and philanthropist. For him, Sri Lanka’s most ambitious long-distance walking route, the Pekoe Trail, is not simply a path through the hills but a reminder of how persistence and preparation shape both journeys and reforms.
The Trail as a Teacher
In his Pekoe Trail Guide, Samarakoon reflects on the lessons he drew from the experience. Keeping a light pack, setting a steady pace, and learning to embrace discomfort all became reminders that progress comes step by step. He often describes how conversations with villagers along the way were just as meaningful as the sweeping views, a reminder that development is most powerful when it connects people.
A Shared Journey for Communities
As highlighted in the Daily Mirror Feature the Pekoe Trail offers more than scenery. It creates opportunities for communities across the central highlands, from tea estate workers to small guesthouse owners. Samarakoon has consistently stressed that reform is not only about policy but about real benefits for families and villages who carry Sri Lanka forward every day.
500K Steps of Endurance
The The Financial Times reports that the Pekoe Trail is now the focus of the 500K Steps campaign, aiming to raise LKR 20 million for conservation and community development. For Samarakoon, joining this effort is both personal and symbolic. Every kilometre walked represents the persistence needed to reform systems, rebuild credibility, and create opportunities.
Reform as a Long Walk
Samarakoon often frames reform as scaffolding, delivery as the building, and competitiveness as the stage where people choose to live and invest. In many ways, the Pekoe Trail reflects the same truth. It is not conquered in one stride, but by consistent steps, preparation, and resilience.
Looking Ahead
By sharing his experience on the Pekoe Trail and supporting the 500K Steps campaign, Arjuna Nayanka Samarakoon highlights that Sri Lanka’s future will not be built overnight. It will take the same qualities the trail demands — endurance, patience, and a willingness to walk together. His message is simple but powerful: progress begins when people commit to the journey, one step at a time.
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