Breaking Stereotypes - Sampath Bank Empowering Women

Recognizing the potential to make a more profound impact, Sampath Bank aimed to elevate their celebration of women's empowerment month. The goal was to shift from traditional content to something more dynamic and impactful that would resonate with their audience and reinforce the bank's dedication to supporting women's aspirations in all fields, including those traditionally dominated by men.

Challenge

Sampath Bank has a tradition of celebrating and empowering women in business every March. However, their approach to marking this significant hallmark day had previously been limited to static images or basic animations on their social media platforms. There was a missed opportunity to engage with their audience on a deeper level and truly showcase the bank's commitment to empowering women in Sri Lanka.

Solution

Kites Global proposed a creative and thought-provoking solution: a thematic video that would challenge societal stereotypes and promote gender equality. The video tells the story of a father, a former cricketer, who initially dreams of having a son to pass on his legacy. Upon having a daughter instead, he contemplates selling his cricket bat, believing it unsuitable for a girl. The narrative takes a turn when another father buys the bat for his daughter, who aspires to be a cricketer, symbolizing the breaking of gender stereotypes and advocating for equal opportunities for women.

Execution and Result

Sampath Bank's women's empowerment video campaign, launched on social media and community Facebook pages, received widespread acclaim for its powerful message on gender equality. The campaign effectively boosted the bank's image as a supporter of women in business and a progressive entity. This initiative not only highlighted Sampath Bank’s commitment to social change but also demonstrated how creative storytelling can deeply engage audiences and promote meaningful discussions on gender equality in Sri Lanka. The success of this campaign showcases the impact of purpose-driven marketing in reinforcing brand values and influencing societal norms.