TBWA\Sri Lanka and Aura help mitigate the human-elephant conflict with fragrant incense sticks

Human-Elephant conflict is a significant concern across Sri Lanka, claiming approximately 70 human lives and 300 Elephant lives per year, in addition to thousands of homes and crops being destroyed.

In an effort to mitigate this ongoing issue, TBWA\Sri Lanka, in partnership with Aura incense, and in collaboration with the Wildlife Department of Sri Lanka, launched the Aura ‘Aliya’ (meaning Elephant) incense stick, designed to repel elephants. The product was tested over a three-year period and recently launched in market.

Renuka Marshall, Managing Director TBWA\Sri Lanka said, “The solution to create an invisible barricade with the ‘Aliya’ incense stick was a result of understanding of the behavioural routines of the villagers and elephants.

“The villagers pray early in the morning and in the evenings, with incense sticks, hoping for a peaceful existence. It was found this was also the time the elephants travelled into the village. With elephants having a very high sense of smell, the opportunity to create a product that fitted into the villagers daily lives made absolute sense.”

The ‘Aliya’ incense stick is a result of combining five non-toxic, natural elephant repelling ingredients – ginger, lemon grass, citronella, palma rosa and patchouli. With traditional pray sticks burning between 30-90 minutes, the ‘Aliya’ will burn up to 5 ½ hours and designed to emit fragrance parallel to the ground for a minimum radius of 20 meters. Elephants sense the fragrance from afar and maintain a safe distance from the village.

Marshall concluded, “ These efforts continue to keep both elephants and humans separate and safe, something we’re all very proud of.”

Credits –
Creative Group Head Shyan Gershon TBWA\Sri Lanka
Chief Creative Officer Nathasoruban Sivapatham TBWA\Sri Lanka
Former Chief Creative Officer Sudhash Pinnapola TBWA\Sri Lanka
Managing Director Renuka Marshall TBWA\Sri Lanka
Art Director Shyan Gershon TBWA\Sri Lanka
Designer Shyan Gershon TBWA\Sri Lanka
Senior Art Director Buddhika Rathnayake TBWA\Sri Lanka
Copywriter Chaminda Molligoda TBWA\Sri Lanka
Creative Director Sachithra Gunarathna TBWA\Sri Lanka
Former Client Service Manager Gayan Perera TBWA\Sri Lanka
Former Client Service Manager Shermeel Gunaratne TBWA\Sri Lanka
Client Servicing Manager Gordon White TBWA\Sri Lanka
AV Manager Mohamed Ikram TBWA\Sri Lanka
Studio Manager Saminda Rupasinghe TBWA\Sri Lanka
Senior Graphic Designer Mayura Sesath TBWA\Sri Lanka
Head of Content Lishanthi De Silva TBWA\Sri Lanka
Head of Strategy Shalini Rupasinghe TBWA\Sri Lanka
PR Consultant Daham Weerawansa Mercury Public Relations
PR Consultant Sulochana Perera Mercury Public Relations
Line Producer Harsha Karunarathna 24 Frames
Director Shyan Gershon 24 Frames
Director of photography Chamath Hasanka 24 Frames
Sound Designer Charitha Attalage 24 Frames
Editors Thilina Rajapaksha / Nipuna Vidarshana / Rivinu Amanda 24 Frames
Graphics Nipuna Vidarshana / Rivinu Amanda 24 Frames