Phoenix Ogilvy and SriLankan Airlines brings home first-ever APAC Effie with ‘Ramayana Trail’ tourism campaign

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Phoenix Ogilvy team receiving the APAC Effie 

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Phoenix Ogilvy Sri Lanka and national carrier SriLankan Airlines have made history, becoming the first Sri Lankan agency and brand to win at the prestigious APAC Effie Awards in Singapore.

The campaign, ‘Relive the Epic of the Ramayana Trail’, stood out as the only Travel and Tourism entry from across the Asia-Pacific region to be shortlisted, taking home a Bronze Effie—a recognition of its pivotal role in reigniting inbound tourism at a crucial time for Sri Lanka’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. 

The campaign, developed by Phoenix Ogilvy, was conceived as a strategic initiative to reignite interest in the island nation 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.”

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.”

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.