Re-launch of popular TV  commercial Architect

A television commercial featuring Chathurika Peiris and Srinath Maddumage is being telecast frequently on all the premier TV channels. This commercial which has been presented in a completely different tele-drama themed genre in contrast to the average advertisement, has created a buzz among viewers largely for its validity and uniqueness.

It was initially telecast seven years ago and has hit the small screens again underlining the fact that the effort has been timeless creation by none other than prolific all-rounder Athula Mahawalage.

We spoke to this wonder-man Athula Mahawalage    who started his career as a writer then a cartoonist and an artist before making revolutionary changes in the art of calendar-making as a veteran photographer. Today he plays a dynamic role as a conceptualist and a strategic marketing consultant for a leading advertising firm which has contributed to many innovative works of media art during the past few decades.

This most talked about TV commercial was made some time ago. Why did you create in on a tele-drama theme instead of the average mode?

Yes, I shot this commercial 7 years ago in 2003 and it was first telecast in June the same year.

The most popular tele drama telecast during that time was “Sooriya Daruwo” and it was directed by veteran director Nalan Mendis. Chathurika Peiris played the female lead in it and her boyfriend in that tele drama was Channa Perera who was featured in a commercial promoting a different competitive brand of the same product. So I wanted to use his girlfriend Chathurika for my commercial. At that time she was a promising amateur in the field and “Sooriya Daruwo” was her first outing as an actress. Most viewers didn’t even know her name by then but her character gained immense popularity and almost everyone started calling her by the name of the character she played as “ Viveka”. That was the sole reason which prompted me to create this ad in this tele-drama clip structure.

Was it also the reason to pencil in Srinath Maddumage to this project?

Indeed yes. Srinath played the role of Chathurika’s brother in the tele-drama. I also retained the services of the drama’s director of photography and the make-up artist. Costumes, props, back drop the location were also converted to match the tele-drama. I wanted both Srinath and Chathurika to forget the fact they were shooting a TV commercial and get the feel of acting in a tele-drama episode. In order to help them feel the atmosphere I also invited director Nalan Mendis to the sets.

Did you make this commercial  and telecast it in parts to maintain that tele-drama themed structure?

You are absolutely right. Unlike today there were no mega telethons then that were telecast daily. It was largely a once-a-week thing. So I wrote the script  I decided not to end the commercials with the product logo and slogan. Instead I added “to be continued” at the end just as is being done in tele-dramas. 

Did the client  of the above brand react and influence your radical changes?

Not at all. I was given the total creative control and they knew very well that I changed the structure in order to complement the content/essence because it was needed. They also knew my creations would fulfill their marketing targets. They believed these TV ads were works of art that garnered public attention to the maximum.

Why did you choose to re-telecast this seven year old TV commercial instead of creating a brand new one?

It was not for me to decide. The decision was made by the client. Their research has shown that two of their TV commercials made during the past 10 years about this specific product have gathered continuous popularity even to this day. This one we have been talking about so far, called “ A cup of tea for brother? “ is one of them. The other one is “Balaya Jawaya Pubudai” featuring Chathurika and that is also a creation of mine. (RU)