4 As conducts Sinhala creative workshop
The Accredited Advertising Agencies Association (4As) conducted its
Sinhala Creative Workshop through its own ADSKOOL at the Taj Samudra
The workshop was aimed primarily at improving skills within the ad
industry, in using the Sinhala language beyond its linguistic usage and
limitations, thus enabling the creation of better ads to build stronger
At this interactive workshop, 50 industry participants spent one full
day discussing the ways and means of such usage starting from the
understanding the appropriate usage of Sinhala idioms, some linguistic
insights, Sinhala literature and its modern usages, cultural impact of
certain usage and ethics and many other such facets.
This year's panel included veteran Sinhala teacher, poet, novelist,
lyrics writer and film producer Upul Shantha Sannasgala, Managing
Director of Heensaraya, Dileepa Abesekara and Creative Director JWT,
Suminda Liyanage. The driving force behind this workshop and its
moderator for the day was Dilith Jayaweera, Vice President of the 4As
and the Joint Managing Director of Triad advertising.
The Accredited Advertising Agencies Association is the apex body of
the ad industry in the country.
The association was founded with a vision to foster a vibrant
self-regulated industry which while being intrinsically Sri Lankan is
world class at the same time.