2015 Asia Release Online - riverorchid

2015 Asia Release Online - riverorchid

Winner’s Release: Embargoed to 8pm, 30 September 2015 DDB Mudra India turned a paunchy God into a very fit idol with a six-pack, for the Nutralite bra...

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Winner’s Release: Embargoed to 8pm, 30 September 2015 DDB Mudra India turned a paunchy God into a very fit idol with a six-pack, for the Nutralite brand, and was awarded new ‘infinity Dragons’: Gold for the Best Innovative Campaign, Blue for the Best Campaign in India and the Red Dragon for the Best Campaign in Asia, at the 15th Dragons of Asia Awards held in Kuala Lumpur this evening. In their Entry, the Agency stated that “Charlie Hebdo is proof that religious tolerance is a razor thin line. The line gets sliced in half in a culturally inflammable setting like India. And that space is strictly off limits for brands and agencies. Trespassing is fatal”. In 2014, obesity related diseases claimed more lives Worldwide, than any other. 16% of the world’s obese were from India. Nutralite, a new competitor in the leader dominated, Indian spreadable fat market, set off to spark conversations on health and to position Nutralite as the healthier table spread. Middle-of-the-road thinking was not an option. The Agency faced a major challenge in attempting to change the mindset that culturally a paunch isn’t even considered all that bad. They had nowhere to go and feeling that only God could help them, they turned to Lord Ganesha the God of great beginnings … who co-incidentally, sported a very large paunch. During the annual Ganesh Chaturthi Festival, Nutralite undertook an extra-ordinary risk, creating a temporary temple, featuring Lord Ganesha, with six-pack abs!

The now religiously themed Campaign was given a healthy twist: weighing scales on the spot where worshippers prayed, to remind them to pray for good health (75,000 pledges), treadmills for donating calories, a sacrificial box to drop bad habits (cigarettes, soft drinks, chips), health camps manned by dieticians, sugarfree Modaks (sweet dumplings), cooking for the poor, free health checks, and a procession where Zumba dancers burnt over 100,000 calories. “Health Cha Shree Ganesh”, the beginning of good health, was featured in all the leading dailies, the top FM channels and over 17 TV channels, as one of the must visit pandals (temples) in Mumbai. Nutralite earned media 42 times its paid media spends. In a Country where religion is sacrosanct, the ‘Health Cha Shree Ganesh’ Campaign has gone down in history, helping the Nutralite brand inspire a change in consumer attitudes towards health. ______________________ A number of the 185 Judges this year reported that the Campaigns they judged, showed a strong execution of marketing disciplines (up 45%) and a strong focus on results, than in previous years. “The rapid emergence of social media and the almost universal access to mobile has changed the game for markets. Despite the speed of these changes, this year’s Dragons of Asia entrants demonstrated an excellent understanding of both the most effective messages and the appropriate use of media. I was stunned with the depth of thinking that is now apparent in promotional marketing which, if this year’s winners are any indication, will surpass other marketing communications disciplines in driving effectiveness for marketing investment.” Rob Langtry. Global Chief Strategy and Marketing Officer, The Woolmark Company. 2015 Judge. This year the Dragons of Asia generated its 15th consecutive increase in entries with substantial participation (ave 35%) from the Experiential, Media & Social Entry Categories. India dominated the Dragons of Asia with 15 of the 49 Category Dragons, as well as Best by Country and Best in Asia Dragons. Hong Kong Agencies came second with 9 Category Dragons and a Best by Country, with Malaysia the third most awarded Country with 8 Category Dragons and a Best by Country. 2015 was also the first year for Australia and New Zealand Entrants, who took away 3 Category Dragons and 2 Best by Country Dragons. The 2015 Young Dragons of the Year. The Winners of the 2015 Young Dragons of Asia are: Winners of the second Young Dragons of Asia were announced last night. Major Winners are: Gold:

Rohan Sood from Mediacom Communications, India

Silver:

Anthony Lau from Omnicom Media Group, Hong Kong

Bronze:

Gregory Cole From Ruder Finn, China

This year, we’ve launched the Asian Marketing Communications Industry Ranking Ladder. 2015 Dragons of Asia Marketing Communications Industry Ranking Ladder Asia’s Top 19 Entrant

Red

Navy

Gold

Silver

Bronze

Black

Total

20

15

10

21

5

5

76

Geometry Global Malaysia

15

10

15

5

45

Geometry Global Hong Kong

15

20

7

Berakar Komunikasi. Indonesia

15

10

7

iris Worldwide Singapore

15

10

DDB Mudra Group India

Mediacom Communications. India

10

Geometry Global Japan

15

Geometry Global New Zealand

15

DDB China Group

15

OMD Hong Kong 15

1

33

5

1

31

10

3

30

3

28

10 7

5

10 10

WPP Team P&G ASEAN. Thailand Havas Riverorchid Vietnam Havas Riverorchid PR Havas Riverorchid Notch Digitz. Pakistan

7

42

27 1

26

14

1

25

7

1

23

2

22

15

5

15

5

20

Hill+Knowlton Strategies. Australia

15

5

20

Geometry Global Philippines

15

PHD India

10

7

3

18

1

18

Geometry Global Taiwan

15

2

17

Geometry Global Sri Lanka

15

1

16

Today Ogilvy & Mather. Myanmar

15

1

16

Points Awarded: Red Dragon: 20 points, Blue: 15, Gold: 10, Silver: 7, Bronze: 5 and Black (Order of Merit): 1. The full list is on: dragonsofasia.org Plans are underway to launch the “Dragons of Indonesia” next February, and mid year to invite all major Dragons of Asia Winners to again take part in a newly formatted MAA Worldwide GLOBES Programme and compete against the very Best of the Best in the World. For more information contact: Mike Da Silva Director: PMAA Dragons of Asia COO: MAA Worldwide. London Director: MAA GLOBES. Sydney eMail phone mobile:

[email protected] +61 2 9953 9633 +61 411 216 652

Red Dragon for the Best Campaign in Asia Entrant

Campaign

DDB Mudra Group. India

Health Cha Shree Ganesh

Client Zydus Wellness (Nutralite)

Blue Dragons for the Best Campaigns, by Country Dragon

Entrant

Campaign

Client

Australia

Hill+Knowlton Strategies. Australia

I Touch Myself Project

Cancer Council NSW

China

DDB China Group

Clean air in a box

Volkswagen Group China

Hong Kong

Geometry Global Hong Kong

If Babies Could Talk

Abbott Laboratories

India

DDB Mudra Group. India

Health Cha Shree Ganesh

Zydus Wellness (Nutralite)

Indonesia

Berakar Komunikasi. Indonesia

The Story of Jokowi's Impromptu Walkabout Campaign

Jokowimania (Jo-Man)

Japan

Geometry Global Japan

Robot Town Sagami

Kanagawa Prefecture

Malaysia

Geometry Global Malaysia

Happiest Chinese New Year

Coca-Cola Far East

Myanmar

Today Ogilvy & Mather. Myanmar

FIFA World Cup Myanmar Trophy Tour by Coca-Cola

Coca-Cola Myanmar

New Zealand

Geometry Global New Zealand

The Last 55

World Wildlife Fund New Zealand

Pakistan

Digitz. Pakistan

Coke Studio

The Coca-Cola Corporation

Philippines

Geometry Global Philippines

Sony. Listen with Respect

Sony Philippines

Singapore

iris Worldwide. Singapore

Heineken Green Room Presents The Transporter

Heineken (Asia Pacific Breweries)

Sri Lanka

Geometry Global Sri Lanka

Pears Happy Baby Learning Centre

Unilever Sri Lanka

Taiwan

Geometry Global Taiwan

Charming Face Wig

Philips

Thailand

WPP Team P&G ASEAN. Thailand

Downy Invisible Wives

P&G Downy

Vietnam

Havas Riverorchid Vietnam Havas Riverorchid PR Havas Riverorchid Notch

Sponsor. Press Play Everyday

Sponsor Energy Drink

Dragons for the Best Campaigns by Category 1. Best Integrated Marketing Campaign

Dragon

Entrant

Campaign

Client

Gold

Berakar Komunikasi. Indonesia

The Story of Jokowi's Impromptu Walkabout Campaign

Jokowimania (Jo-Man)

Silver

Mediacom Communications. India

Share the Load

P&G India

Bronze

The Dairy Farm Company. Hong Kong

Market Place by Jasons. Joy on a Plate

The Dairy Farm Company. Hong Kong

2. Best Marketing Discipline Campaign Dragon

Entrant

Campaign

Client

Gold

Geometry Global Hong Kong

If Babies Could Talk

Abbott Laboratories

Silver

DDB Mudra Group. India

Health Cha Shree Ganesh

Zydus Wellness (Nutralite)

Bronze

Prodigee Media. Malaysia

Little Apple Global Digital Campaign

Youku Tudou

3. Best Digital Campaign Dragon

Entrant

Campaign

Client

Gold

Digital Arts Network Singapore

The Priceless Engine. NYE Campaign

MasterCard

Silver

Wunderman Shanghai

The Virtual Land Rover Experience

Land Rover China

Bronze

DDB Mudra Group. India

Selfie in Space

HBO India

4. Best Innovative Idea or Concept Dragon

Entrant

Campaign

Client

Gold

DDB Mudra Group. India

Health Cha Shree Ganesh

Zydus Wellness (Nutralite)

Silver

WPP Team P&G ASEAN. Thailand

Downy Invisible Wives

P&G Downy

Silver

PHD Media Malaysia

BookBook

IKEA

Bronze

Mediacom Communications. India

Gillette Social Experiment

Gillette

5. Best Brand Building and/or Awareness Campaign Dragon

Entrant

Campaign

Client

Gold

OMD Hong Kong

A Message From Your Future Baby

Wyeth Materna

Silver

TBWA Singapore

Welcome to Airbnb

Airbnb

Bronze

Havas Riverorchid Vietnam Havas Riverorchid PR Havas Riverorchid Notch

Sponsor. Press Play Everyday

Sponsor Energy Drink

6. Best Business to Business or Trade Dragon

Entrant

Campaign

Client

Gold

PHD India

Khushiyon Ki Doli

Hindustan Unilever

Silver

Jagran Solutions. India

Castrol Mobile Unit

Castrol India

Bronze

Geometry Global New Zealand

Sealord Little Boat

Sealord

7. Best Event or Experiential Marketing Campaign Dragon

Entrant

Campaign

Client

Gold

iris Worldwide. Singapore

Heineken Green Room Presents The Transporter

Heineken (Asia Pacific Breweries)

Silver

Geometry Global Hong Kong

Discover the Fortune Fleece

Ngong Ping 360

Bronze

iris Worldwide. Singapore

Winning the City back from the Competition

Heineken (Asia Pacific Breweries)

8. Best Brand Loyalty Campaign Dragon

Entrant

Campaign

Client

Gold

Pulp Strategy Communications. India

Philips Big Leap

Philips India

Silver

PHD India

Consumer 360

Hindustan Unilever

Bronze

Geometry Global Malaysia

Happiest Chinese New Year

Coca-Cola Far East

9. Best Mobile Marketing Campaign Dragon

Entrant

Campaign

Client

Gold

PHD Hong Kong, Airwave Hong Kong

Making it to the Top

A.S. Watson Retail

Silver

Red Fuse Communications. Hong Kong

More Smiles on LINE

Colgate-Palmolive Asia Division

Bronze

Leo Burnett/Arc Worldwide. Malaysia

Durex Touch

Reckitt Benckiser

10. Best Social Media or Word of Mouth Campaign Dragon

Entrant

Campaign

Client

Gold

Geometry Global Malaysia

The True Fans

Lost Animal Souls Shelter Society

Silver

Berakar Komunikasi. Indonesia

The Story of Jokowi's Impromptu Walkabout Campaign

Jokowimania (Jo-Man)

Bronze

Digitz. Pakistan

Coke Studio

The Coca-Cola Corporation

11. Best Product Launch or Re-Launch Dragon

Entrant

Campaign

Client

Gold

Mediacom Communications. India

Audi A3

Audi

Silver

OMD Hong Kong

McDonald's. A Dim Jack 'HiJack'

McDonald's Hong Kong

Bronze

Mediacom Communications. India

Share the Load

P&G India

12. Best Brand Trial or Sales Generation Campaign Dragon

Entrant

Campaign

Client

Gold

Cheil Malaysia

Galaxy 11 World Tour

Samsung Malaysia Electronics

Silver

DDB Mudra Group. India

Health Cha Shree Ganesh

Zydus Wellness (Nutralite)

Bronze

Geometry Global Malaysia

The Journey to Prosperity

Unilever Malaysia

13. Best Use of Public Relations Dragon

Entrant

Campaign

Client

Gold

Geometry Global Japan

Robot Town Sagami

Kanagawa Prefecture

Silver

OMD Hong Kong

One Piece Docks At Hong Kong

Times Square

Bronze

Geometry Global Malaysia

Happiest Chinese New Year

Coca-Cola Far East

14. Best Cause, Charity Marketing or Public Sector Campaign Dragon

Entrant

Campaign

Client

Gold

DDB China Group

Clean air in a box

Volkswagen Group China

Silver

Geometry Global New Zealand

The Last 55

World Wildlife Fund New Zealand

Bronze

Hill+Knowlton Strategies. Australia

I Touch Myself Project

Cancer Council NSW

15. Best Small Budget Campaign Dragon

Entrant

Campaign

Client

Gold

Hungama Digital Services. India

Airtel. 4am Friend

Airtel India

Silver

TBWA Singapore

Adidas Team Ups

Adidas

Bronze

Wunderman International. India

Microsoft Primer Font

Microsoft India

16. Best Use of Media Dragon

Entrant

Campaign

Client

Gold

Geometry Global Hong Kong

Chivas 18. A Tribute to Modern Gentlemen

Pernod Ricard Hong Kong

Silver

DDB Mudra Group. India

The Misunderstood Scoreboard

Zee Media Corporation

Bronze

Mindshare Thailand

1 Commitment

Unilever Thai Trading

2015 Young Dragons of Asia

Dragon

Entrant

Company

Gold

Rohan Sood

Mediacom Communications. India

Silver

Anthony Lau

Omnicom Media Group. Hong Kong

Bronze

Gregory Cole

Ruder Finn Asia. China

Black Dragon Orders of Excellence 1. Best Integrated Marketing Campaign Entrant

Campaign

Client

Dentsu Malaysia

How Wonda Owned A Day

Permanis Sandilands

Geometry Global Malaysia

Happiest Chinese New Year

Coca-Cola Far East

Geometry Global Taiwan

Charming Face Wig

Philips

PHD Media. Malaysia

BookBook

IKEA

Pulp Strategy Communications. India

Philips Big Leap

Philips India

Havas Riverorchid Vietnam Havas Riverorchid PR Havas Riverorchid Notch

Sponsor. Press Play Everyday

Sponsor Sports Drink

Today Ogilvy & Mather. Myanmar

FIFA World Cup Myanmar Trophy Tour by Coca-Cola

Coca-Cola Myanmar

2. Best Marketing Discipline Campaign Entrant

Campaign

Client

Geometry Global Malaysia

The Journey to Prosperity

Unilever Malaysia

Jagran Solutions. India

Immune India School Challenge 2014

Dabur India

Mediacom Communications. India

Duracell. 10X Power In Your Hands

Duracell

OMD China

Johnson's Baby 'The Irreplaceable Moment'

Johnson's Baby

PHD Media. Malaysia

BookBook

IKEA

Publicis Betterway China

Nourishment. Make The World Better

Master Kong

3. Best Digital Campaign Entrant

Campaign

Client

BBDO & Proximity China

Visa Get Lost

Visa Information System Shanghai

EDENRED Accentiv™ China

1000 Families. Better Life with Eczema

Avene

Geometry Global Malaysia

The True Fans

Lost Animal Souls Shelter Society

mInteraction Thailand

Pepsi Discovery

Pepsi-Cola (Thai)

Pulp Strategy Communications

Philips SpeedStyle

Philips India

WPP Team P&G ASEAN. Thailand

Downy Invisible Wives

P&G Downy

4. Best Innovative Idea or Concept Entrant

Campaign

Client

DDB China Group

Clean air in a box

Volkswagen Group China

Geometry Global Philippines

Sony. Listen with Respect

Sony Philippines

Havas Worldwide Kuala Lumpur

Ad Cloud

Total Oil

Jack Morton Worldwide. Singapore

Closer

Google

Lowe Malaysia

Frogasia Leaps of Knowledge Series

Frogasia

5. Best Brand Building and/or Awareness Campaign Entrant

Campaign

Client

Bates CHI & Partners. Vietnam

Real Life Never Stops campaign

AIA Life Insurance Vietnam

Geometry Global Philippines

Sony Listen with Respect

Sony Philippines

Grey Group Hong Kong

Wellcome 2015 Chinese New Year

The Dairy Farm Company

Jagran Solutions. India

Castrol Stop Start

Castrol India

Mediacom Communications. India

Share the Load

P&G India

mInteraction Thailand

Experience

Rangsit University

Performics. TLG India

Superbabies Onboard

Nestle India

6. Best Business to Business or Trade Entrant

Campaign

Client

Evolve Brands. India

Luminous Free Hit

Luminous Power Technologies

Geometry Global Japan

Robot Town Sagami

Kanagawa Prefecture

iconnect360. Malaysia

Fitness Industry Survey 2014/15

Ezypay

Jagran Solutions. India

Castrol Mobile Unit

Castrol India

MRM/McCann India

Airtel Navratna B2B channel Program

Bharti Airtel

Phase 1 Events and Experiences. India

Cisco India and SAARC Partner Confluence 2014

Cisco

Republik New Zealand

Fuji Xerox. Haus of Versant

Fuji Xerox New Zealand

7. Best Event or Experiential Marketing Campaign Entrant

Campaign

Client

DDB Mudra Group India

Health Cha Shree Ganesh

Zydus Wellness (Nutralite)

Geometry Global Malaysia

The Pursuit of Gold

Unilever Malaysia

Geometry Global Singapore

The Breathing Wall

Philips

Geometry Global Sri Lanka

Pears Happy Baby Learning Centre

Unilever Sri Lanka

Geometry Global Taiwan

Philips Barber Shop

Philips

iris Worldwide Singapore

#SeeYouAtFirstLight With Heineken at ZoukOut 2014

Heineken (Asia Pacific Breweries)

Pulp Strategy Communications. India

Philips SpeedStyle

Philips India

Ruder Finn Asia. China

Cartier Time Art Exhibition

Cartier China

The Hot Shoe Show & Co alaysia

Nestlé Malaysia

Nestlé Malaysia

8. Best Brand Loyalty Campaign Entrant

Campaign

Client

AirAsia BIG Loyalty Programme. Malaysia

BIG Travel Wish

AirAsia BIG Loyalty Programme. Malaysia

FCB Kuala Lumpur. Malaysia

SOX Fantasy Fest

Celcom Axiata

Geometry Global Japan

The Glassical Concert

Suntory Hall

MRM/McCann. India

TATA Motors Loyalty Program TATA Emperor & Delight

TATA Motors

OMD Malaysia

The BIG Watsons Food Review

Watsons Malaysia

Orion Social Media. Malaysia

BYO Cup Day

7-Eleven Malaysia

Pulp Strategy Communications. India

#TimeForNew Learning by Intel

Intel Technology India

9. Best Mobile Marketing Campaign Entrant

Campaign

Client

APD. Malaysia

Hotlink MI Pass 'Pin It to Win It'

Maxis Communications

Match Media. Australia

Mobilising The Public To Love Direct Mail

IKEA Australia

Mediacom Communications. India

Snickers Misspell Campaign

Snickers

MSLGROUP China

A Food-spot for Millennials

Foshan Lingnan Tiandi

Performics. TLG India

The Launch, Rise and Dominance of Wynk Music App

Bharti Airtel

PHD India

Consumer 360

Hindustan Unilever

Tribal Worldwide China

POOTONE

FISH4DOGS

10. Best Social Media or Word of Mouth Campaign Entrant

Campaign

Client

APD. Malaysia

It's OK. We're Family

Maxis Communications

DDB Mudra Group India

Selfie in Space

HBO India

Hungama Digital Services. India

Intel. A Look Inside Dharavi

Intel Corporation India

Match Media. Australia

Nando's Mangogate

Nando's Australia

OMD Malaysia

Cream O Race Start In Malaysia

URC Snack Foods

Razorfish India

Maruti Suzuki India

Alto ICC World Cup Campaign

Wunderman International. India

Crocin for Change. Donate 5 Minutes.

GSK

11. Best Product Launch or Re-Launch Entrant

Campaign

Client

George P Johnson/JUXT Greater China

Parkson Online-to-Offline loyalty card re-launch

Parkson China

Match Media. Australia

Nando's Mangogate

Nando's Australia

Mindshare Thailand

All on the Line

Unilever Thai Trading

OMD China

DongFeng Citroen. The Power of Moving Forward

DongFeng Citroen

Republik New Zealand

Fuji Xerox. Haus of Versant

Fuji Xerox New Zealand

Vibgyor Brand Services. India

Launch of Brand New Ambassador for Don't Crack Under the Pressure

TAG Heuer India

12. Best Brand Trial or Sales Generation Campaign Entrant

Campaign

Client

Brand Channels Marketing Services. Philippines

URC Quake Overload Quake 'n Bake

Universal Robina Corporation

Geometry Global Indonesia

Tresemme The Runway 2014

Tresemme Shampoo

George P Johnson/JUXT Greater China

Parkson Online-to-Offline loyalty card re-launch

Parkson China

Hungama Digital Services. India

Intel Game. The Quest

Intel Corporation India

Inspire Activation Taiwan

SKITTLES Sour Flavor New Product Launch

Wrigley

Havas Riverorchid Vietnam Havas Riverorchid PR Havas Riverorchid Notch

Sponsor. Press Play Everyday

Sponsor Energy Drink

13. Best Use of Public Relations Entrant

Campaign

Client

DDB Mudra Group. India

The Misunderstood Scoreboard

Zee Media Corporation

BrandWorX, Inc. Philippines

Pharmaton Life Chargers PR Campaign

Boehringer-Ingelheim Philippines

DDB Mudra Group. India

Lord of Healthy Beginnings

Zydus Wellness

MSLGROUP China

LYCRA® Moves You Consumer Campaign

LYCRA®

20:20 MSL. China

The Good Vibes Campaign

Viber Media Sarl

14. Best Cause, Charity Marketing or Public Sector Campaign Entrant

Campaign

Client

Dentsu Singapore

Toyota Classics : Music That Moves Lives

Toyota Motors

Geometry Global Malaysia

The True Fans

Lost Animal Souls Shelter Society

Isobar Malaysia

My Promise to Children

United Nations Children's Fund (UNICEF) Malaysia

Jagran Solutions. India

Wings for Life World Run

Red Bull India

Leo Burnett/Arc Worldwide. Malaysia

Be A Dog Hero

Malaysian Dogs Deserve Better

OMD Hong Kong

Illuma Eden

Wyeth Illuma

Ruder Finn China

Bin It IN, You Make a Difference

Wrigley Confectionery China

15. Best Small Budget Campaign Entrant

Campaign

Client

Berakar Komunikasi. Indonesia

The Story of Jokowi's Impromptu Walkabout Campaign

Jokowimania (Jo-Man)

DDB Mudra Group. India

Selfie in Space

HBO India

Geometry Global Japan

The Alien WRSB

SAGA City

Publicis Betterway China

The Happy Elves

Tsingtao Beer

The Dairy Farm Company. Hong Kong

Jasons 'Food & Living' 2nd Year Anniversary Campaign

The Dairy Farm Company

Trapper Interactive Network. Malaysia

BK Black

Burger King Singapore

16. Best Use of Media Entrant

Campaign

Client

BBDO & Proximity China

Visa Get Lost

Visa Information System Shanghai

Dentsu Malaysia

Wonda Has Gone Bigger

Permanis Sandilands

Geometry Global Philippines

Sony. Listen with Respect

Sony Philippines

Leo Burnett/Arc Worldwide. Malaysia

Save The Sundae Cone

Golden Arches Restaurants

Maxus Malaysia

Ong Mali 2015

Tesco Malaysia

PHD Media. Malaysia

Bedroom Stories

IKEA

Tribal Worldwide China

POOTONE

FISH4DOGS

Young Dragons of Asia Entrant

Company

Jennifer S. Rivera

BrandWorX. Philippines

Shirleen Wong

George P Johnson/JUXT Greater China

Tim Sharp

Maxis Communications. Malaysia

Lee Ey-Von

MEASAT Broadcast Network System (Astro). Malaysia

Inderjeet Singh

Mediacom Communications. India

Wannaporn Orisiphan

mInteraction. Thailand

Kingsley Tan King Fung

Posterscope. Malaysia

Jonathan Joson

Red Fuse Communications. Hong Kong

Ashan Kumar

Wire Communication Consultancy. PR Wire. Sri Lanka

END