AIA wins Sri Lanka’s first-ever Hashtag Asia Award

AIA Sri Lanka has achieved a historic feat at the prestigious Hashtag Asia Awards 2024.

The company’s long-standing lifesaving project, the ‘Poson Safety Programme’ campaign not only secured a coveted finalist spot in the highly competitive Best Integrated Social Media Campaign category but also emerged victorious as the Silver winner in the Best Social Media Campaign: Facebook category. This remarkable accomplishment marks the first time a Sri Lankan brand has reached the finalist stage and secured an award at the Hashtag Asia Awards, solidifying AIA Sri Lanka’s position as a leader in innovative social media marketing within the region.

The Hashtag Asia Awards, renowned for their rigor and esteemed judging panel, attracts submissions from across Asia, Australia and New Zealand. This year, over 250 entrees from some of the region’s most prominent brands vied for recognition. AIA Sri Lanka’s Poson Safety Programme campaign stood out amidst this fierce competition, demonstrating the power of creativity and social impact.

The award-winning Poson Safety Programme campaign was designed to save lives and raise awareness on safe-bathing practices during the annual Poson Poya festival, a significant religious holiday in Sri Lanka.  Through a strategic and engaging social media strategy, the campaign leveraged Facebook as its primary platform to deliver crucial safety messages. The campaign captivated audiences with interactive content, informative infographics and impactful videos, prompting nationwide discussions on responsible behaviour during the festive period.

AIA Sri Lanka Chief Marketing Officer Sasith Bambaradeniya said, “We are absolutely thrilled to have secured this prestigious award at the Hashtag Asia Awards. Reaching the finalist stage amongst such a distinguished group of regional and global brands was an honour in itself and winning the Silver award is a true testament to the exceptional creativity and dedication of our marketing team. This recognition underlines AIA Sri Lanka’s unwavering commitment to leveraging the power of social media for positive social impact. The Poson Safety Programme aimed to promote responsible behaviour during an important religious festival in Sri Lanka and we are delighted that our campaign resonated so deeply with the Sri Lankan community.”