Nestlé Lanka was the proud winner of a Silver and Bronze Effie for Maggi and Nescafé respectively, both receiving acclaim for their creative advertising campaigns at the 2012 Effie Awards.
The Maggi ‘Dhaiya’ campaign, built around a youth tribal culture, focuses on reviving a phrase used frequently amongst youth, ‘Dhaiya’, indicating the spiciness of the Maggi Devilled Noodles Range. Featuring Sri Lankan native and popular Bollywood actress, Jacqueline Fernandez, the integrated communications campaign resulted in a sharp increase in market share for the brand, earning it the Silver Effie in the Packaged Food category.
Nescafé clinched the Bronze in the Beverages Category for its ‘Hey-ya’ campaign, with its appealing song and dance routine which helped the brand position itself as a contemporary beverage of choice for the youth of today.
The Effie Awards Sri Lanka, held in partnership with Effies International, recognises campaigns that are considered the most effective, producing impactful results in marketing communications. The Effie Awards in Sri Lanka are conducted by the Sri Lanka Institute of Marketing (SLIM) in partnership with the 4 A’s.