Prima Kottumee took their annual Model Hunt event to a new level this year with the entire search being conducted through social media for the brand’s crowd sourced, e-calendar. Harnessing the power of the brand’s 47k Facebook fans, the four-week event was dubbed “The Selfie Season”, with each week getting its own theme. These themes were duck-face selfies, workout selfies, Hot N Spicy selfies, and freestyle selfies – in said order.

Aspiring models were invited to submit their best selfies via an app on Prima Kottumee official Facebook page to match these themes for a chance to be featured on Prima Kottumee e-calendar for the year 2016 and become the faces of the brand and its youth movement. This innovative new take on the Model Hunt placed all creative control in the hands of their fans, allowing them to express themselves in new ways and truly earn their place in the final line-up. 
The digital campaign stayed true to Prima Kottumee’s role as the most current, forwarding thinking, ultimate Hot N Spicy fun brand in the Sri Lankan market. Rather than rely on traditional media, Prima Kottumee went straight to the source, and used Facebook, twitter and Instagram – inarguably the most popular social media site amongst younger demographics – to drive the campaign. 

Importantly, Prima Kottumee has provided a gateway, particularly for young adults from rural areas, to enter into the country’s lucrative modeling industry. Holding this annual events, Prima Kottumee has extended its helping hands to thousands of youth across the island to realize their cherished dream of becoming mainstream models or actors in the show business or in modeling. And by holding the event online, the brand has thoughtfully provided a way for everyone from all walks of life to take part with ease. 

Following a successful final week – which boasted the greatest number of submissions in the span of 7 days in the history of the event - twenty four models were screened and selected out of the thousands of applications received. This marks the 7th consecutive year that the brand has held its now island-famous Model Hunt, with its trademark focus on youth and stressing on the brand’s ‘Hot & Spicy’ nature. 

“ We have remained true to the brand promise and our DNA in all our marketing and communication activities and this is another stride to get closer to our target audience  “ said Sajith Gunaratne, Senior Business & Senior Marketing Manager, Prima Group Sri Lanka.