NDB Bank’s NEOS campaign wins Gold at SLIM DIGIS 2.5

National Development Bank PLC (NDB) announced its achievement of winning Gold at the SLIM DIGIS 2.5 Awards, Sri Lanka’s premier recognition for excellence in digital marketing. 

The accolade was awarded for the bank’s NDB Avurudu Dupatha campaign, a bold and innovative initiative that blended gaming, storytelling and digital banking to position NDB NEOS as the app of choice for Sri Lanka’s younger generation.

The campaign, executed in collaboration with Gamer.LK, was launched during the Sinhala and Tamil New Year season, a time that is deeply embedded in culture and community. Rather than opting for a traditional campaign, NDB chose to connect with its target audience in a space where they naturally thrive, the gaming universe.

The virtual NDB Avurudu Dupatha was under siege by the Economic Demon ‘Arthika Buthaya’, who disrupted the island’s ability to exchange and trade. Leading gaming influencers Maniya and Sadu rallied together with a team of 16 popular gamers to save the island. Viewers actively followed the journey as players raced to collect 500 scattered ‘NDB fragments’ that would restore power to defeat the demon and resurrect the island’s hero.

The campaign reached its climax when Maniya, chosen by popular vote, harnessed the power of the NEOS app to complete the victory. From scanning QR codes to purchasing in-game clothing, supporting digital artists and donating to the Clean Ocean Force’s ‘Adopt a Beach’ initiative, NEOS was seamlessly integrated into the narrative, demonstrating its real-life applications in fun, relatable and interactive ways.

NDB Bank Assistant Vice President and Head of Marketing Darshana Jayasinghe said, “By entering the gaming universe, we brought NEOS into the lives of young Sri Lankans in a way that was authentic, entertaining and empowering. This award validates our vision to go beyond banking and create experiences that resonate deeply with our customers.”