Softlogic Life’s ‘Leda Leda’ campaign inspires Sri Lankan families to embrace a ‘Honda Leda’ culture in new normal

Inspiring Sri Lanka to better navigate the new normal challenges unitedly, Sri
Lanka’s best health insurer Softlogic Life has geared themselves to drive a public dialogue on mental and
physical wellbeing of adults and children through its iconic brand campaign ‘Leda Leda’. With the raging
pandemic affecting people physically and emotionally, Softlogic Life becomes the only brand in Sri Lanka
to initiate a timely conversation around this topic by inspiring Sri Lankans to adopt a ‘Honda Leda’ (good
sicknesses) culture, together as a family to combat the ‘bad sicknesses’ which has been brought by

The ‘new normal’ practices and regulations around work, education, business operations and social
constructs have affected people in various ways and bringing about stresses that were not previously
prevalent. In such a context, Softlogic Life understood that one of the most unspoken yet essential
tension points that arose during COVID-19′ was its significant effect on the state of mind, impacting
individual behavior in various ways. As a brand committed towards driving a great quality of life among
all Sri Lankans, Softlogic Life has recognized its duty to bring notice to this social tension and inspire
individuals and families to look at ways to overcome the pandemic’s challenges—especially towards
creating a more positive state of mind. Softlogic Life believes, that creatively and collectively embracing
good sicknesses as one Sri Lankan family (‘Pawul Pitin Honda Leda’) is imperative to keep families closely
knit as it can help each member to remain happy and healthy to get through these unprecedented times

Kavi Rajapaksha, Vice President – Marketing at Softlogic Life, said “The COVID-19’ pandemic impacted
all facets of life as we know it for both families and individuals. Parents were forced to juggle work and
family time simultaneously, leading to unwanted stress and difficulties. Children were stuck with a device
all the time as interactions with friends was not possible, whilst extra-curricular activities and schools
were limited. Even though they were at home, the parents’ unavailability due to work from home
arrangements, created a sense of being ignored mostly among younger kids and the older kids started
getting sucked into technology and many other unhealthy habits that came along with it. The most
alarming truth is that, they would treat this as the normal way to grow up even in years to come. In
addition, even older parents, youth and individuals who are single were stuck at home, with their
chances to connect with the outside world and their families being completely blocked, giving them a
very strong sense of loneliness that can lead to many other stress situations.”

“As a responsible Sri Lankan brand that constantly works towards enhancing the quality of life of our
customers, we saw how families and individuals were struggling to cope up with the unprecedented
changes which COVID-19′ brought, especially from a mental point of view. We took it upon ourselves
to bring about a positive change for all Sri Lankans and build a platform to drive a conversation around
how our country has to unite as one family through a honda leda culture to mitigate these issues. To do
that, we are leveraging our award-winning ‘Leda Leda’ campaign to drive powerful communications
through different mediums and build a solid dialogue within our communities to minimize the pandemic’s
adverse impact on our people, especially our future generations,” Rajapaksha commented further.

Launched in 2018, the ‘Leda Leda’ campaign changed the perception of insurance in the country and
became the most talked-about piece of communication for its creativity, effectiveness, execution quality
and engaging value. It won the coveted ‘Brand of the Year’ award at the Effie Awards 2019, making
Softlogic Life the only Sri Lankan financial services brand ever to win this accolade at the Effie Awards.
Today Softlogic Life aims to use this same campaign that has won the attention of Sri Lanka, to inspire
adults and children to pursue good sicknesses as families by making great choices regarding their fitness,
wellness and nutrition to stay strong amidst testing times.

About Softlogic Life

Softlogic Life Insurance PLC is a subsidiary of Softlogic Capital PLC and is part of the Softlogic Group,
which is recognized as one of Sri Lanka’s most diversified and fastest-growing conglomerates with
interests in Healthcare, Retail, ICT, Leisure, Automobiles and Financial Services. Significant stakeholders
in the company include global investors Leapfrog Investments.

Kavindra Rajapaksha – Vice President Marketing, Softlogic Life

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