Tharangi Kapu


Ad agency



PROJECTS



Few Campaigns & Pitch Work



Campaign Rationale: "Smiles with Every Slice"



With Domino’s current perception at a low point, the campaign aims to rebuild emotional trust by tying the promise of quality, freshness, and care to a universally relatable emotion—happiness through food. The new proposition, "All New Domino’s", is grounded in real improvements: fresh ingredients, hand-tossed dough, and a 30-minute delivery guarantee. "Smiles with Every Slice" taps into the insight that food brings people together and sparks joy, whether at home, work, or in-store. It humanizes the brand by showing real moments of love and connection—amplifying the brand’s renewed commitment to personalization ("Made for You") and authenticity ("Made with Love"). The smile becomes a symbol of both emotional satisfaction and product integrity—making every slice more than just a bite, but a reason to feel good.



Pitch Rationale: Baby Cheramy – “What Babies Want”



This pitch was developed in response to Baby Cheramy’s declining market share amidst rising competition from brands like Panda Baby and Pears. While the brand holds a legacy of trust and safety, its recent communication lacked distinctiveness. The insight: no one understands babies like Baby Cheramy—led us to an emotionally rich and ownable creative route. “What Babies Want” brings the brand story to life through coded baby language, charmingly interpreted to express feelings like love, comfort, and security. This baby-led storytelling approach not only adds cuteness and novelty but also differentiates BC in a cluttered category, staying true to its purpose of creating a safer world for babies. By speaking from the baby’s perspective and targeting the mother’s heart, the campaign aimed to boost top-of-mind recall, modernize the brand image, and reassert Baby Cheramy’s position as the most loved and trusted baby care brand in Sri Lanka.



Campaign Rationale: A Thrilling-Chilling Experience - Snow-globe Installation



Sri Lanka is a tropical island and not many had or ever will experience White Christmas. Therefore, the idea was to give Sri Lanka its first snow fall. With Christmas season fast approaching, the agency’s mandate was to make sure that Anchor Hot Chocolate became an integral part of the Christmas celebration. To accomplish this task the agency built a life size snow globe to create an experiential, immersive and engagement-based activation. Apart from designing limited edition festive packs, running seasonal promos, the agency came up with a unique approach to create an indelible mark in the minds of the consumer. They created a massive 12”x12” snow-globe at one of the leading shopping malls in Colombo, Sri Lanka. The first experience of snow is a sensory delight — a fleeting chill against the skin, followed by a warm cup of Belgian chocolate delight by Anchor. The result was overwhelming. At any given point during the mall working hours, one could see people waiting in a long queue to get that Anchor snow globe experience. With that, staying true to the brand promise they touched many hearts before and after Christmas.



Relaunch Campaign Rational : Payments Easy. Life Made Easy



“Payments Easy. Life Made Easy” is a relaunch marketing campaign aimed at repositioning and reintroducing the Q+ payment app to the market in a fresh and memorable way. Creating a music video as a relaunch marketing campaign for a payment app can be an innovative and engaging way to capture the attention of the target audience and generate excitement about the app. The campaign centered around a catchy music video that showcases the app's features, benefits, and value proposition in a fun and entertaining manner. The music video targeted the GenZs and the millennials. All the situations were carefully handpicked to resonate with their lifestyles. The lyrics encompassed almost every scenario that portrayed how Q+ simplified payments. The music video perfectly positioned Q+ payment app as the most versatile app. The re-launched aimed to position the Q+ payment app as a dynamic, innovative, easy and essential tool for modern day consumers, while fostering brand awareness, engagement, and loyalty among users. By leveraging the power of music and storytelling, the campaign created a memorable and shareable experience that resonates with the target audience and drove user acquisition and retention for the app.



Pitch Rationale: Velvet – “2X the Softness, 2X the Life”



This pitch was developed to introduce the new Velvet Naturals variant, now enriched with twice the natural ingredients for noticeably softer skin. Our strategic idea hinged on the core benefit—2X softness—and translated it into an emotional payoff: when your skin feels softer, life feels twice as joyful, exciting, and fulfilling. The creative direction brought this to life through vibrant visuals, sensorial language, and a modular storytelling format that echoed “double the joy, softness, fun, and excitement.” The approach seamlessly linked the functional superiority of the product with an emotional lifestyle aspiration, ensuring relevance for our modern, self-care-conscious consumer. The communication highlighted both variants—Coconut Milk & Shea Butter and Avocado & Argan Oil—positioning Velvet as a premium yet approachable natural soap brand that helps consumers experience the softest version of themselves, every day.​



Pitch Rational : 1990 -“Obe Prathama Amathuma” – “Your first call”



1990 is the official number for Sri Lanka’s State-owned ambulance service. A pitch was called in to launch the ambulance service. The idea “Obe Prathama Amathuma” – “Your first call” stemmed from an emergency medicine process insight. In an emergency medical situation, if you are a bystander or anyone who has come to the aid of an injured person unless you are a trained medical professional you should never try to administer any medical procedure or move the injured person. In an ideal situation, your first move should be to call the country’s emergency ambulance service number and secondly try to make the injured person as comfortable as possible, thirdly hand over the injured person to the paramedics who are first on-site. To bring out the idea more strongly we tied “Your First Call” to religious symbols which stand for protection and safety in all religions in Sri Lanka.



Campaign Rationale: “The place that crafts your place”



The idea “The place that crafts your place” came into play from an insight that most of us are familiar with but barely pay any attention to. We all have friends who jump at the opportunity to be the host for an event or cook a delicious meal for a function or have good mixology skills. However, most of them do these as hobbies or even to help out friends. They will not necessarily build a career out of these skills. The agency team which worked on this enrolment campaign for William Angliss Institute @ SLIIT and wanted to bring these shadowed skills to the forefront of potential students’ minds, stating that in fact there is a place for to you hone the skills you always had but never really paid attention to in terms of building a career out of them. The main print ad depicted the ‘before’ and ‘after’ lives of students who had put those side-lined skills to use.



GROUP Project - Dettol (Miami AD SCHOOL SRI LANKA)



At a time when Dettol is being treated as a commodity instead of a “brand” by the younger generation, the Dettol client came to us at MAD School to come up with a strategy to engage Gen Y and Z through user-generated content to create a lasting emotional connection with the brand. Our team worked on an insight which started off with a simple observation. People in the ’90s and before used less complicated equipment and tools such as typewriters and floppy disks to create and showcase their work. However, with the evolution of the internet and diverse social media platforms coming into play, Gen Y and Z have been enabled to create in varied ways, which wouldn’t have been possible if not for SM platforms. Thanks to technology, a new breed of creators has emerged. The observation that led to the insight was that ‘if it weren’t for the internet and the platforms, these creators might have not even realized that they can make magic’. This thought lead to the insight ‘We are all capable of making magic’. With that insight in mind, we proposed the “#HandsMakeMagic’ idea, a timeless, local and global proposition which linked with Dettol enabling people around the world to create magic while ensuring the cleanliness and safety of others by helping break the chain of infection.