Zellers has recently made history by crowning Sri Lanka’s inaugural AI Avurudu Kumara and Kumariya, merging traditional festivities with cutting-edge technology to transform the Avurudu celebrations.
The chocolate brand invited the public to create their own AI Avurudu Kumara or Kumariya by choosing their preferred chocolates from Zellers’ extensive selection. This initiative sparked significant enthusiasm among Sri Lankans, leading to an impressive response of over 450 submissions nationwide. A public voting process subsequently identified the top ten Kumaras and Kumariyas. To enhance the final phase of the competition, Zellers opted for animated representations of the finalists instead of static images, creating an engaging digital experience on Facebook that captivated thousands of viewers. The campaign culminated in a dynamic two-hour live voting event that engaged fans from across the island, providing real-time interaction as the event unfolded. When the votes were tallied, Contestant 116, named Anji, was awarded the title of Zellers AI Avurudu Kumara, while Contestant 377, Ivory Cocoa, claimed the Kumariya title along with a selection of enticing prizes.
Regarding this innovative venture, the Zellers team stated, “Zellers has always aimed to create imaginative campaigns that resonate with Sri Lankan audiences through creativity and narrative. This groundbreaking AI-driven Avurudu contest showcased how we can re-envision cultural practices using modern technologies like AI, significantly boosting engagement, particularly among younger demographics. We are delighted with the overwhelming success of this competition and are committed to further incorporating AI and interactive digital elements into our brand initiatives to enhance storytelling and audience connection.”
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Established in 1964 by A.G. Hinniappuhami, the founding chairman of Maliban, Zellers is recognized as Sri Lanka’s first locally produced chocolate brand. The company has gained widespread affection from Sri Lankans due to its dedication to premium cocoa and the “bean-to-bar” philosophy, resulting in chocolates that are both rich in flavor and steeped in heritage. In 2024, Zellers was relaunched by Maliban, introducing a premium chocolate collection designed to leave a lasting impression on chocolate enthusiasts nationwide. The Zellers lineup features bold flavors, luxurious fillings, and eye-catching packaging, setting a new benchmark for premium chocolate in Sri Lanka.
Source: Financial Chronicle Biz English | Sri Lanka Business News.
