Idea:
Avurudu Belly

The Sri Lankan New Year is about indulging in sweet treats called kavili. Kavili comes in a variety of shapes and are doused in oil to enhance the taste. But these oily sweet treats that people love to eat causes gastritis. Our campaign connected the dots between kavili and gastritis by replacing the center of three varieties of sweet treats – a kavum, kokis and dodol with belly buttons. The ads made people think about their bellies whenever they ate a treat, reminding them to keep an Eno handy when gastritis strikes.