Keells Supermarkets and Enfection have been awarded the top prize for ‘Best of Innovation & Generative AI in Reels’ at the Meta Reels Impact Awards for the South East Asia region. Their entry outperformed submissions from Indonesia, Malaysia, Singapore, Thailand, the Philippines, Vietnam, and other emerging markets. The achievement, facilitated locally by Roar AdX, showcases Sri Lankan creativity on the global stage.
The recognition was earned through a campaign that transformed a challenging moment into a cultural phenomenon. When Sri Lanka experienced a nationwide power blackout—sparked by a now-iconic, meme-driven incident involving monkeys and a transformer—Keells and Enfection responded with agility and ingenuity.
Within 48 hours, the teams released ‘Gizmo Gone Bananas’, a fully AI-generated reel featuring Gizmo, a playful chimp mascot who ‘caused chaos’ while seeking Keells’ new artisanal doughnuts. This initiative marked one of Sri Lanka’s first fully generative AI brand videos, combining surreal visuals, AI-generated lyrics, and humor to turn a national crisis into a pop culture moment.
The campaign delivered significant results, driving a 44.72% increase in doughnut sales and boosting the overall Prepared Food category by 25%. These outcomes demonstrate how AI-driven creative strategies can lead to tangible commercial impact.
Niresh Muthuratnanandan, Head of Omni Commerce, Digital and Loyalty at Keells, commented on the achievement: “The success of our Meta Reels has been incredible, showing us how powerful it can be when creativity and technology work hand in hand. We’re genuinely happy to partner with Enfection, whose AI-driven innovation and fresh thinking continue to elevate Keells. Together, we’re not just creating great content, we’re shaping the future of how we inspire, engage and connect with our customers.”
Azard Ameen, Associate Director of the Client Success Team at Enfection, reflected on the win: “At Enfection, it has always been about doing novel things while staying rooted in the brand’s objectives, and being genuinely attractive to the intended audience. With this video, we didn’t use AI just for the sake of using it. We used it because it was relevant to the context and added real value. This recognition is a testament to that approach.”
With this award, Keells and Enfection have set a new benchmark for Sri Lankan brands, demonstrating how bold storytelling and innovative technology can shape the future of content.
