Grey's Garment without Guilt wins at AME awards 2008

Grey's global marketing campaign 'Garments without Guilt' was declared a winner in the highly competitive Asian Marketing Effectiveness Awards 2008 at a function in Macau, China.

The new age marketing channels that drive this campaign globally came out winners at the Asian stage.

A campaign that was not dependant on multi-million dollar budgets still delivered on its numbers hence generating a very strong ROI in terms of business enquiries, brand acceptance, media exposure and awareness.

"Garments without Guilt", as it is now popularly known in the key markets, is the positioning prompt for Sri Lanka Apparel which is based on ethical positioning platform.

"This international recognition comes at an opportune time, when Garments without Guilt is already bagging widespread global media attention and accolades.

The campaign has delivered on an international scale and with every passing month, we push the envelope further to deliver more impact," said Ajai V Singh, Vice- President and Country Head, Grey Colombo. 'Garments without Guilt' was adjudged a winner in a rather challenging category where business performance is not based on big dollar budgets, but extremely clear strategic thinking and equally immaculate execution and monitoring.

The business impact of the brand marketing campaign becomes a criteria while creating consumer connections.

Grey's new age marketing approach for Garments without Guilt was a clear differentiator in a room full of regional and global heavyweight brands. "The campaign has legs as it is based on a solid idea which will definitely deliver on creating a robust brand" said Sailesh Wadhwa, Director Strategic planning Grey Colombo.