The Sunlight brand launched ‘Manudam Viyamana’, a nationwide initiative to strengthen bonds among the diverse communities in the country. Sunlight, one of Sri Lanka’s oldest brands, will call Sri Lankans to symbolically ‘Open Hearts – Open Homes’ to illustrate the need to build trust, understanding and care for one another.
Marketing Director, Home Care, Food and Refreshments, Sharmila Bandara said, “Sri Lankans are known to be caring and hospitable people in the world. Yet, a 30-year internal conflict took its toll on us. Just as we were rising above it, on April 21 this year, terror attacks shook the nation.
These incidents over the years not only took the lives of our brothers, sisters, mothers, fathers, children and friends, but they also tore the fabric of trust between the communities living in harmony in our beautiful country.
“Social research suggests that inter racial disharmony is an important area of concern in Sri Lanka, particularly after the events of April this year. Stemming from this incident, as a nation, we have created reservations in our hearts towards each other and our legendary hospitality is being tested as homes closed their doors to diverse communities and Sri Lanka closed her doors to unity. With a brand purpose to ‘strengthen bonds with care’, and a 135-year-old heritage of trust in the country, Sunlight recognises the importance and the need to reweave the threads of trust in Sri Lanka,” he said.
After the April 21 terror attacks this year, the brand has been working with various religious and civil organisations to help survivors of the attacks. But the need to help the wider 21 million population of the country, who were emotionally and socially affected by the shocking events of Easter Sunday, became a priority in the months that followed, and it led to the birth of Sunlight’s ‘Manudam Viyamana’ initiative.
It will see several initiatives including a national awareness drive on the importance of building strong bonds with each other as Sri Lankans, an island-wide pledge collection that will resonate the people’s mandate to strengthen bonds and will be presented to the leaders of the country. A‘ Manudam Viyamana’ anthem will be sung by a diverse group of Sri Lankan artistes who will join hands with Sunlight to spread messages of trust, understanding and care.
Marketing Manager, Home Care, Shamara Silva said, “Sunlight is closely knit in the lives of Sri Lankans and has, for decades, helped strengthen the social fabric of the country. We are truly moved by the people and organisations that have come forward to support our efforts.
“For the first time in history, all major electronic media organisations will join hands with Sunlight to take ‘Manudam Viyamana’ to all parts of Sri Lanka, creating awareness and capturing the voice of a nation that believes in the importance of strengthening our bonds as a country. Religious leaders, artistes and public figures have also joined the cause.
“We are particularly moved by the survivors of the April 21 attacks that have come forward to give powerful messages on the need to have trust, understanding and care for one another. Amidst their deep personal loss, their compassion, understanding and love for our country and her people is extraordinary, and they are beacons of hope to us all,” she said. - SJ