At the recent launch of Essentials of Modern Marketing – Sri Lanka Edition, Denzil Perera, Founder and CEO of Deyo Brand Consultancy and Kotler Impact National Representative for Sri Lanka and the Maldives, delivered an inspiring address. This article presents an extract from his speech.
When I reflect on this special occasion — the launch of Essentials of Modern Marketing – Sri Lanka Edition — I am filled with pride and gratitude. This is not simply a book launch, it is the recognition of the many Sri Lankan brands that have achieved greatness against the odds and deserve to be celebrated on a global stage.
When I look at the brands featured in this edition, I see not just names but living examples of vision and determination. Empire is one such brand, the first in the world to develop a comprehensive programme on climate change mitigation and resilience, accepted by sixty-six countries at a conference in Germany.
For years I felt a vacuum in marketing education. We had textbooks from the West, we studied American or European case studies, but there was very little that truly reflected our own brands and our own realities. As a lecturer and practitioner, I often felt that gap whenever I tried to inspire students. They needed credible examples to connect with, stories that were close to their own experiences. That is why this book is so important. It brings together the world’s leading marketing framework created by Professor Philip Kotler and pairs it with Sri Lankan case studies that tell our own stories of resilience, innovation, and success.
When I look at the brands featured in this edition, I see not just names but living examples of vision and determination. Empire is one such brand, the first in the world to develop a comprehensive programme on climate change mitigation and resilience, accepted by sixty-six countries at a conference in Germany. Then there is BNS, which has remained relevant across generations, capturing the loyalty of both young people and adults through its music and entertainment.
Ceylinco Life has been the market leader for twenty-one years, setting standards in the insurance industry. Sampath Bank has pioneered innovation from introducing the first ATM in Sri Lanka to touchless cash solutions. Smaller brands too deserve recognition, like Lady J, which during the pandemic devised a new model that became an enabler for many. Longstanding names such as Sanstha Cement remind us of how brands evolve with time, while My Tiles transformed what was once a commodity into an aesthetic product. Prime Lands rebuilt trust during difficult times, Power Hands Plantations showed how a company can care for its employees and the environment while still delivering strong returns, and Rockland proved that even alcohol — though seldom spoken of — can be marketed successfully as a premium product with a hundred-year legacy.
Each of these stories tells us something vital: Sri Lanka has the capacity not only to survive but to thrive. Even in the face of crisis — from COVID to economic collapse — we have shown resilience. The IMF itself recognised Sri Lanka as one of the fastest recovering nations after severe setbacks. That spirit of resilience is what underpins the case studies in this book.
My connection with marketing began long before this project. As a school student, the first name I encountered in my marketing journey was Kotler. Since then, through my BSc in Marketing, my MBA, my teaching at both undergraduate and postgraduate level, and my consultancy work, I have never lost touch with this discipline. Marketing is not just a career for me; it is a passion. I have written articles for newspapers, documented brand stories, and even worked on books about our national cricketing heroes, preserving memories that would otherwise have been lost.
For me, storytelling is inseparable from marketing.
It was in 2021, during the height of COVID, that Professor Nalin Abeysekara and I discussed the idea of marking a National Marketing Day in honour of Professor Kotler’s birthday. Despite restrictions, we brought together universities online and invited Professor Kotler himself. Initially he agreed to send a recorded message, but when he saw the effort being made in Sri Lanka, he joined live and spoke for over an hour and a half, without charging a cent. That moment strengthened our connection to him and to the global marketing community.
Today, this book is not about me, not about Kotler Impact, nor even about Professor Kotler himself. It is about the brands that have earned their place within its pages. Each case study is a lesson in perseverance, creativity, and courage. They show us that Sri Lanka does not have to remain in the shadow of others. We too can own brands, not only manufacture products for others.
As I raise a toast to Professor Kotler, who at ninety-five years continues to inspire the world, I also raise a toast to the Sri Lankan brands that make us proud. My hope is that this book motivates a new generation of marketers, students, and entrepreneurs to dream bigger, to innovate, and to take Sri Lankan brands onto the world stage. If we set our minds to it, there is nothing beyond our reach.
