Munchee සුභ රසය - A Campaign by DC Group Sri Lanka

Our recent Avurudu campaign; Munchee සුභ රසය!
This campaign is all about Celebrating culture, celebrating people!
DC Group undertook a daunting challenge: to create a campaign so big that it would inspire hundreds and thousands of people to spread a staggering number of positive thoughts across all social media platforms; කරන දේ සුභ නම් ලැබෙන දේත් සුභයි (Positive actions yield positive outcomes)
How did we accomplish this?
We launched the “සුභ සිතුවිලි” (Positive thoughts) campaign with a heart-touching digital video showcasing how a simple thought could spark an endless chain of positive reactions. That’s not all! We introduced the “සුභ සිතුවිලි මීටරය” (Positive thoughts Meter), inviting people from various demographics to share their positive thoughts with Munchee. Simultaneously, we rolled out an engaging below-the-line (BTL) activation covering all corners of the island. Munchee trucks distributed Munchee biscuit packs with a printed QR code linking each pack back to the “Subha Sithuwili Meter” portal (Positive thoughts meter portal). We named this part of the campaign “නෑගම් යන සුභ සිතුවිල්ල” (The pilgrimage of positivity). We completed the full circle from Digital Film to Digital Engagement to an interactive BTL activation, all linking back to our overarching theme of සුභ සිතුවිල්ල! (Positive thoughts)
At this particular point of time, countless positive thoughts are flooding in through all platforms, surpassing the predicted KPIs 10 times over. We are absolutely thrilled to have made a mark in changing people’s lives.
Kudos to our production arm, DC Productions for bringing our vision to life.