Unilever Sri Lanka re-introduces Wonderlight Kumariyo
Unilever Sri Lanka recently re introduced the popular TV show Wonderlight Kumariyo with new attractions and a grand television show.
The show was a household favorite back in the day before Unilever acquired the brand in 2009. As a brand that is popular amongst the masses of Sri Lanka, the company took a novel approach to revive this show with more participation from the consumers. Wonderlight branded vehicle was sent to over 25 towns in North Western, North Central and Sabaragamuwa regions where those who wished to participate in the beauty pageant could handover photographs.
The response was overwhelming for this programme and the participants represented age groups of 18-25 years. Ample publicity was given to these preliminary rounds on national media. The selected participants were given a chance to showcase their talents on national media and were judged by a competent panel of judges comprising of popular entertainment personalities.
Gifts for the winners were substantial with the lucky winner walking away with Rs. 100,000 and a gift pack from Unilever. The second and third place winners received Rs. 75,000 and Rs. 50,000 with gift parcels respectively. The runners up to 07th place were awarded Rs.10,000 each with gift packs and all participants also received a gift pack worth Rs. 5000 from Unilever. The most unique outcome of this event is the opportunity given to the first 2 winners to become brand ambassadors of Wonderlight.
Bonding between Consumer & Brand
“This event was an attempt to intertwine the brand with the consumers and gives them a chance to showcase their talents to the country. The young girls who got an opportunity to shine in 'Wonderlight Kumariyo' will undoubtedly receive many more chances and their lives will take a better direction,” said Rovini Illukkumbura, Brand Manager – Wonderlight.
After acquiring the local brand Wonderlight in 2009, Unilever Sri Lanka has successfully managed to position this product as the best value for money choice for the masses. The range of products under the brand includes detergent soaps and washing powder packs in economical sizes. The show “Wonderlight Kumariyo 2012” was a resounding success due to the fact that it reached out to the consumer, giving them an opportunity to become partners of the brand.
258 M. Vincent Perera Mw
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