Lal Marcom Strategy

On the Road to Success
Copyright © 2011 SideFX / Jay Abeyratne

A Marketing Communications Strategy By

Preamble / The Brief

Why do we need a Brand Image Advertising Campaign?
Lanka Ashok Leyland has been the Pride of Sri Lankan Public
Transport for nearly 30 years.
Now as we approach the 30th Anniversary Celebrations, we need to
reposition ourselves in a NEW direction by connecting with millions
of Sri Lankans in a new platform of Trust, Value and Image.

Advertising Objective:
To establish NEW Brand Positioning
To achieve the SUPERBRAND Award

The Marketing Platform

Without transport life would come to a
standstill. So, there’s no better business to be

in than providing transport solutions.
While creating strong awareness, we will ride
on the strengths of Lanka Ashok Leyland’s
Heritage, Quality service and Social
responsibility. This should create a demand
for a unique Brand Positioning.


Print Strategy (E/S/T)

BTL Strategy
Hoardings / Corporate Office Branding

LAL Lounge Room
Interior Design Concept
Hoardings / Corporate Office Branding


More Great Ideas
‘Best LAL Bus Driver 2011’
A joint initiative between the Department of Motor Traffic
and Lanka Ashok Leyland to reward the Bus driver community and
make an impact on the society and road traffic.

Sponsoring of Road Safety Publicity Campaigns
To inform, change attitudes, change behaviour of road users
and to reduce road accidents.


Let’s Do it..!
This is just the tip of the ice berg.
What we need is a convincing start.
Thank you for your time.


Lal Marcom Strategy

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