Seylan Bank and Shift Group invite Sri Lankans to pour their heart out this National Day

The campaign launched by Seylan Bank and Shift Group Sri Lanka for Sri Lanka’s 74th National Day has given people a clean slate; a platform where they are given the freedom to share their thoughts, hopes, and expectations, about their motherland.

Due to the possible political and social sensitivities that surround National Day, brands rarely venture into this controversial territory and instead prefer to play it safe. Given the pandemic-fatigue and economic challenges in the country, the Bank could have just added another “wishing ad” to the clutter about celebrating patriotism and independence.

However, taking a rather bold stance, Seylan Bank wanted all Sri Lankans to use this National Day to reflect about their true feelings about the country. Amidst a period of uncertainty and gloom, this brand act hopes to restore Sri Lankan’s sense of optimism and motivate them with the drive to see their expectations come to life.

This is a courageous attempt by a bank, but Seylan Bank has always been close to the local community and is perceived by them as a leader and a mentor – driving conversations around equality and reconciliation. As such, the Bank decided to use this nationally significant day to initiate an unconventional brand act on digital media.

Shift Group (Shift Integrated and Third Shift – Seylan Bank’s creative and media agencies, respectively), created the idea and brought the brand act to life.