‘Spirit of Change’ – the theme of Chillies 2008

The spirit of change, is the theme of this year’s Chillies. Carefully thought out to reflect the need of the hour, the theme highlights the necessity for change, to keep abreast of today’s fast evolving technology and new trends that touch consumers’ hearts and minds in more innovative and diverse ways.

The advertising industry the world over is experiencing many challenges in today’s communication revolution. Clients have now become more discerning, and, therefore, more demanding. No longer does a single element in the communication mix suffice: now demanded are 360 degree solutions that embrace all available consumer contact points. New tools, unknown and undreamt of just years earlier, have sprung up to meet the challenge. Specialization is now the name of the game as specialized media planning and buying agencies, activation agencies and the list goes on, have all entered the fray to compete for a share of the dwindling pie.

The Sri Lankan advertising industry, in particular, is at the crossroads today. Although several decades old, evidence indicates that the industry still has some way to go to grow up, stand tall and proud on the world stage. To make genuine progress, to compete in the international arena where creativity is benchmarked at such reknown international advertising festivals as Adfest, Cannes etc., change is vital.

But change itself calls for a certain maturity in instilling local values and principles as well as highly individualistic identities, without which the pursuit of global recognition would be fruitless. So it is imperative that change begins from within. ,” explained Nalin Karunaratne, Chairman of the Chillies Steering Committee, “also calls for a change in attitude. It is high time that the Sri Lankan ad industry looks within itself so we could help each other to change. We need to take the time to look at the bigger picture, to change to see the positive aspects, away the negatives. We must change to see what we can do for the Industry rather than what the Industry could do for us, to help build the next line of creative talent and to take the industry to the next level.”

The task is not made any easier in today’s tough buyers’ climate of spiralling costs and scarce resources. Therefore, agencies need to change their business models to keep pace with the new demands and fresh challenges.

The Chillies 2008, will be held on Saturday, February 23 at the Sri Lanka Exhibition and Convention Centre and is a joint industry initiative of the International Advertising Association (IAA) with the Association of Accredited Advertising Agencies (the 4As), and the collaborative counsel of Sri Lanka’s marketing and media fraternities.