The campaign, Relive the Epic of the Ramayana Trail, was the sole entry shortlisted in the Travel and Tourism category from the entire Asia Pacific region and was awarded a Bronze Effie, highlighting the campaign’s role in revitalizing inbound tourism at a crucial time for the nation’s economy.
The APAC Effie Awards are known for recognising campaigns that deliver real business impact through strategic thinking and creative excellence.
Winners are selected by an eminent jury comprising 136 senior leaders from advertising agencies, client organisations, media platforms, and marketing consultancies across the Asia-Pacific region.
This year’s APAC Effie Awards drew fierce competition, with 123 entries shortlisted across categories in 12 territories, reflecting both the depth of talent and the intensity of the regional competition.
Commenting on the achievement, Saminda Perera, Head of Marketing at SriLankan Airlines, said,
“Winning at the APAC Effie Awards is a tremendous honour for SriLankan Airlines and for the country.
This recognition from such a respected jury affirms the impact of our efforts to position Sri Lanka as a destination of deep cultural and spiritual significance for Indian travellers.
As the National Carrier, we are proud to have partnered with Phoenix Ogilvy on a campaign that not only supported our business objectives, but also contributed to the revival of tourism which is a vital sector for Sri Lanka’s growth.
This achievement inspires us to continue delivering meaningful experiences that connect people, cultures, and nations.”
The campaign Relive the Epic of the Ramayana Trail, developed by Phoenix Ogilvy, was conceived as a strategic initiative to reignite interest in Sri Lanka among Indian travellers, the country’s largest inbound tourism segment which supported Sri Lanka’s tourism sector, a vital growth engine for the country’s economy.
The campaign reimagined the ancient Indian epic Ramayana as a modern travel experience, inviting Indian tourists to explore 20 spiritually significant sites across Sri Lanka.
Through a blend of animation, storytelling, and culturally resonant messaging, the campaign tapped into deep emotional and spiritual connections between the two nations.
Commenting on the win, Thushari Palipane, Director Client Servicing at Phoenix Ogilvy, said,
“Tourism is a critical part of our economy, especially at this juncture, and this campaign helped put Sri Lanka firmly on the radar of Indian travellers.
To be recognised at the APAC Effie’s for the national impact we made is deeply gratifying. Relive the Epic of the Ramayana Trail is a campaign that delivered for our client, but more importantly, it delivered for Sri Lanka.
We’re proud to have created work that not only surpassed business objectives but also supported and strengthened a key sector of our country.”
This win at the APAC Effie Awards marks a major milestone for Sri Lanka and is a powerful testament to the creative and strategic talent within the country.
It reflects the ability of Sri Lankan teams to craft work that is intelligent, culturally resonant, and globally competitive.
Relive the Epic of the Ramayana Trail Campaign had previously earned a 2025 PATA Gold Award for Best Marketing Campaign – Carrier, a Golden Star in the Campaign International category of The Golden City Gate 2025 at ITB Berlin, and a Silver Dragon at the Dragons of Sri Lanka Awards 2025 in the “Innovative Idea or Concept” category.
Photo caption - The Phoenix Ogilvy Team after receiving the APAC Effie for the Relive the Epic of the Ramayana Trail Campaign.