Britol, Sri Lanka’s leading local manufacturer of cleaning and detergent, disinfectant and a wide range of car care products, recently unveiled its latest corporate marketing communications campaign at an event held at Water’s Edge in Colombo. It also launched a new brand icon for Britol.
The event saw the participation of over 175 distributors, sales staff and office staff to whom the campaign was shown and explained before it broke on media channels.
Britol, as a company, has always embraced the concept of doing business to the highest values and morals and as such, its new corporate campaign keeps in line with this theme. The new campaign is titled ‘Sithata Sudak’ (Purity of Mind) and seeks to convey the concept that cleanliness on the outside leads to cleanliness within and that the only way this can be achieved is by living a life with good values.
The company also unveiled its new brand icon titled ‘Happy Family’, which depicts a mother and father with their two children under a roof to showcase family happiness. In this day and age priorities are shifting away from family life and its importance, Britol has taken this bold step to remind and re-establish these values in the minds of all Sri Lankans through its marketing communications and activations.
Addressing the gathering, Antler Group of Companies Chairman Ananda Jayasinghe highlighted the importance of family values and family life as these are the core values of the Antler group and are depicted in the Antler group logo, which highlights the valuable aspects of the family concept. 
Jayasinghe further explained that humanity is the key aspect of a family and humanity is brought to life in this world through the family unit. “Family is the purest of places where equality prevails,” is the thought Jayasinghe left the audience with.
Speaking about the launch of this new campaign Chrishantha Fernando, General Manager Marketing of Antler Industries Ltd, the manufacturer of Britol, explained in detail the strategy behind introducing the new brand icon and marketing communications campaign under the family values concept and how this led to the campaign tagline ‘Sithata Sudak’.
“There are several activities planned to implement, educate and create awareness on the importance of family values and its association with the Britol brand, which we will unveil in the future,” he concluded. 
The company has a wide range of products under the Britol brand to cater to different target groups. These products include cleaning chemical liquids, disinfectors and products used to clean the interior and exterior of vehicles, as well as floors and furniture at offices, households, hospitals, hotels, schools, factories, restaurants and so on.
Established in 1989, the Antler Group of Companies has a history of over 25 years and its products are available in three main categories: car care, home care and laundry care for domestic and industrial use. Under the umbrella brand Britol, the company’s products have evolved into a household name due to its superior quality and harmless ingredients.