Seeni Colombo Wins Big at Dragons of Sri Lanka 2025 for Groundbreaking ‘Rebecaa Lee’ Campaign

Seeni Colombo Wins Big at Dragons of Sri Lanka 2025 for Groundbreaking ‘Rebecaa Lee’ Campaign
Agency Takes Home Gold for Best Innovative Idea and Silver for Best Cause, Environment & Sustainability

Creative agency Seeni Colombo was recognised once again for its innovation and purpose-led creativity at the Dragons of Sri Lanka 2025 held at Monarch Imperial on Friday, 22nd August. The agency took home the Gold Award for Best Innovative Idea or Concept and the Silver Award for Best Cause, Environment and Sustainability Initiative for ‘Baby Talk’, a powerful campaign developed for baby care brand Rebecaa Lee.

The campaign made a breakthrough in Sri Lanka by being the first to publicly address Postpartum Depression (PPD). This condition affects one in seven mothers, yet is often left unspoken due to stigma and misinformation. While most baby care brands celebrate idealised moments of joy and perfection, Rebecaa Lee chose to recognise the unseen struggles of mothers, shifting the conversation from baby wellness alone to include mothers’ wellness as well.

Adopting a challenger brand strategy, Seeni Colombo positioned Rebecaa Lee not by being louder, but by being more honest and empathetic. On Mother’s Day, a day globally associated with flowers, smiles, and perfection, the campaign aimed instead to protect and support mothers who often feel inadequate, isolated, and unheard.

At the heart of the campaign was a mother speaking to her infant in gentle, playful baby talk. However, the subtitles revealed her inner turmoil: feelings of inadequacy, fear, exhaustion, guilt, and a plea for forgiveness for not being the “perfect mother” society expects. The film closed with a powerful reminder: “You don’t have to be perfect to be a mother. Just human.” Launched on Sirasa TV and across digital platforms, the hashtag #ItsOkayEvenToday sparked a national conversation, encouraging real mothers to share their unseen truths.

The online campaign encouraged real mothers to share their unseen truths, creating a collective support space and generating over 3,220,000 views within 24 hours, and reaching more than 1,280,500 people. The campaign sparked a societal shift as hospitals and government organisations contacted Rebecaa Lee to collaborate on awareness initiatives, turning a brand campaign into a genuine movement for mental health support. Initiatives included educational clinics and programmes aimed at improving PPD diagnosis at grassroots levels. For the first time, many mothers in Sri Lanka felt seen and validated in their struggles.

Speaking on the win, Ransley Burrows, Director and Co-Founder, Seeni Colombo, said, “This campaign could not have been possible without the visionary leadership of Selonica Perumal of ICL Marketing, who was brave not just to identify the condition, but to step up and make PPD the brand’s purpose, creating awareness and education amongst Sri Lankan mothers. We redefined what a baby care brand could stand for, not just for happy, joyful baby moments and baby’s wellness, but mother’s wellness too. As an agency, we believe creativity should not only solve business problems but also human problems.

Mario De Soyza, Director and Co-Founder, Seeni Colombo, says, “Brands are influencers that shape the stories, values, and aspirations that define popular culture. Together with this influence comes a responsibility to create meaning, set standards, and leave a mark that uplifts rather than diminishes the world we live in.”

As one of Sri Lanka’s most innovative boutique creative consultancies, Seeni Colombo boasts decades of both international and local experience among its co-founders. The agency operates on a philosophy of “conscious creativity”, employing strategy, design, and storytelling to produce meaningful, purpose-driven work that challenges conventions and drives social impact. Since its inception, Seeni Colombo has continually broken new ground. To follow the work done by Seeni Colombo, visit their website www.seenicolombo.com.

About Seeni Colombo
Seeni Colombo is a branding, design, and content consultancy established in 2023. The agency takes pride in functioning without rigid structures and collaborating flexibly with talent based on project requirements. Its core philosophy is rooted in “conscious creativity,” an approach that combines strategy, empathy, and storytelling to produce work that is both commercially effective and socially meaningful.