During the course of my regular visits to Sri Lanka in the 2000s for familial and research purposes I happened to see a television programme that focused on the armed services of Sri Lanka in a captivating manner so as to encourage recruitment. That short burst of pictures and text surprised me. “Api Wenuwen Api” (“We for Us”) was a far cry from the wooden and prosaic campaigns associated with government departments. It was slick, catchy and motivating.
I have since discovered that it was initiated in 2007 and designed by a professional advertising agency located in Colombo: namely, TRIAD ADVERTISING. Their own resume of the programme Api Wenuwen Api is now featured as an independent posting in thuppahi.
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