Why Brands Should Pause Seasonal Advertising as Sri Lanka Recovers
Despite a national calamity, Sri Lanka is poised to celebrate a festive season. Over the past few weeks, severe floods and landslides have displaced thousands of families, damaged homes and livelihoods, and killed people. Relief operations continue, but rain and the potential of new landslides have many people on edge. Companies and stores are usually busy in December. Shoppers would normally see year-end deals, Christmas promotions, and sparkling social media, radio, and TV commercials.
This year, business-as-usual advertising risks clashing with a gloomy national mood. The constant assault of seasonal advertising may seem out of place while people are trying to fix their houses, find missing loved ones, and rebuild their lives. Sri Lanka’s corporate sector must decide: should we rest? Marketing starts with understanding people’s needs, sentiments, and lives. A national crisis changes these facts.
Customers now prioritise safety, shelter, and what they can afford for the week over gifts, entertainment, and eating out. Bright holiday ads and hard-sell slogans risk appearing cold or uncaring. Moderation makes commercial sense too. Survival and recovery make people less inclined to buy non-essentials. Strong promotions during this time may not yield the expected results and may damage a company’s reputation.
Conversely, a compassionate brand can build trust that lasts beyond a campaign. Businesses worldwide have suspended or curtailed advertising amid grief, natural catastrophes, and national tragedies. The rationale is simple: pretending nothing happened is inappropriate and harmful when people are grieving. The notion still applies in Sri Lanka. Businesses can suspend or soften efforts without closing. Stores and services that sell crisis necessities can stay open. Holiday slogans, countdown incentives, and joyful imagery may clash with images of flooded streets and damaged houses, raising questions about tone and amount of marketing. Silence or a quieter voice can be powerful. It shows that a corporation understands national hardship and is willing to put people before profit, if only briefly.
Companies may delay non-urgent campaigns, reduce seasonal advertising, and make sure content is relevant to the climate. This time frame also allows enterprises to employ their platforms for new messages. Instead of just advertising, brands can share certified collection locations, hotlines, and donation options, relief operations, and support for affected communities. Media expenses can fund community service, corporate social responsibility, and public interest messaging. Abans’ decision to respect national emotion is a good example.
The corporation announced that seasonal electricity purchases will go to a relief fund to instantly link seasonal sales to catastrophe support for households. This technique maintains corporate operations and shows that the corporation takes the issue seriously and is willing to donate its revenues. Other businesses could donate a portion of their revenue, help affected clients, or coordinate staff volunteer programmes with relief efforts.
Ensure any such endeavour is authentic, open, and driven by people’s needs rather than short-term notoriety. Remember that Sri Lankan clients have long memories. They observe which organisations help the nation during difficult times and which remain unchanged. Goodwill from moral and empathic behaviour now will enhance brands for years. However, insensitive ads might demonstrate how not to handle a situation. Ultimately, this calls for cautious marketing.
Year-end sales, joyful marketing, and festive themes will return. Rebuilding lives and communities is the nation’s primary priority. A brand’s biggest contribution may be to silence its commercial voice, listen to the national mood, and ask: what do our people need from us today? Home delivery of holiday weekend newspapers usually includes vivid seasonal ads. Readers may see fewer this year. That may indicate group empathy. It implies that companies are intentionally reducing self-promotion during a national disaster. Restraint is not a lack of joy, but an understanding that marketing and mindfulness have their seasons.
Private sector in Sri Lanka has a specific role in recovery. Putting compassion before business during these vital weeks can strengthen bonds between businesses and individuals. Stopping or moderating campaigns shows unity. It says sales may wait while our community heals. This kind of politeness can only strengthen brand-public relations in a nation where people remember who helped them through tough times. The true spirit of the season is compassion, generosity, and humanity, which any organization can promote but no marketing budget can buy. Businesses can best market this season with genuine compassion. Sometimes that starts with the bravery to stop and be silent.
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