Sri Lanka Apparel's campaign wins AME awards 2008

24 Sep '08

3 min read

At a very high profile and an elaborate awards function in Macau, China on Wednesday 17th September 2008, Grey's global marketing campaign 'Garments without Guilt' was declared a winner in the highly competitive Asian Marketing Effectiveness Awards 2008.

“Garments Without Guilt” (GWG) is a campaign that is creating impact in key markets around the world. This marketing initiative is the positioning prompt for Sri Lanka Apparel's global business initiative.

“This international recognition comes at an opportune time, when Garments without Guilt is already bagging widespread global media attention and accolades. This campaign has delivered on an international scale and with every passing month, we push the envelop further to deliver more impact.” says Ajai V Singh, Vice- President and Country head, Grey Colombo.

'Garments without Guilt' was adjudged a winner in a rather challenging category where business performance is not based on big dollar budgets, but extremely clear strategic thinking and equally immaculate execution and monitoring. The business impact of the brand marketing campaign becomes a criteria while creating consumer connections.

Grey's new age marketing approach for Garments without Guilt was a clear differentiator in a room full of both regional and global heavyweight brands. “This campaign has legs as it is based on a solid idea which will definitely deliver on creating a robust brand” says Sailesh Wadhwa, Director Strategic planning Grey Colombo.

The high profile event was attended by Asia-Pacific regions top marketing, advertising and media professionals.

Asian Marketing Effectiveness Awards, now in its 6th year is not only about identifying the Asia-Pacific region's top creators, but rewarding those that add value to consumers and businesses, and truly define and build habits — the key difference between marketing and effective marketing.

It is unique in its vision to recognise brand value, insightful strategies that think about the consumer, build the product, and package and price it right — using communication and retail activation to drive sales. It's about marketing communication effectiveness measured on real results [ROI] and business transformation.

Each entry is judged on the base of demonstrated real results and effectiveness based on business objectives. They are designed to set the standard for effective marketing within the region, and aim to uncover the campaigns that show results through innovative spirit, and combining creativity with effectiveness to build world class brands.

Garments without Guilt global campaign is championing the cause of ethical apparel manufacturing and sourcing. The campaign has been well received by global apparel industry, partner buyers, international media, and international consumers at large.

The campaign gains its strength from the fact that the Sri Lanka is the only outsourced manufacturing country in Asia which has signed up to 39 of the ILO Conventions and is one of the only 2 countries in world to have been granted concessions by the European Union under the GSP + scheme for good governance.

Garments without Guilt

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