WHITE by JAT, from Sri Lanka’s market leader in wood coatings, JAT Holdings PLC, was recently presented with a coveted Silver Award at the SLIM DIGIS 2.2 Awards, for the Best Use of Technology in Marketing. The award recognized WHITE by JAT for innovatively and creatively incorporating technology to deliver an enhanced customer experience. The SLIM DIGIS is organized by the Sri Lanka Institute of Marketing and celebrates Sri Lanka’s best digital work, innovation and talent in today’s digital arena.
This recognition was achieved in partnership with Reap Digital (Private) Limited, which enabled WHITE by JAT to incorporate data analytics into its digital marketing strategy, to identify unique customer insights for precise targeting and highly efficient online conversions. Attesting to the effectiveness of this strategy, in just 2 years, WHITE by JAT has disrupted a market previously dominated by multinational paint brands, gaining a significant slice of market share. WHITE by JAT is a range of innovative brilliant white emulsion paints and undercoats, designed, engineered and manufactured in Sri Lanka by JAT Holdings PLC.
Expressing delight at receiving the accolade and discussing the innovative approach of WHITE by JAT, CEO at JAT Holdings, Nishal Ferdinando explained, “With WHITE by JAT, we set out to create an innovative and modern range of brilliant white paints and undercoats, while meeting the highest quality standards and providing the best and most advanced brilliant white paint in Sri Lanka. To do this, we have invested heavily in R&D and in our marketing and distribution approach, which were both pioneering efforts for the paints and coatings industry in Sri Lanka. Through our exceptional customer and market insights, we were able to create more than just a product, by creating a whole experience around it, which has gained significant traction, and the unbeatable quality of WHITE by JAT has cemented our reputation in the market, leading to ever increasing market share. Therefore, it is indeed an honour to be recognized at the SLIM DIGIS for our innovative approach. I thank the organizers, our customers and our people who made it all possible.”
WHITE by JAT is proven to provide the best finish with its signature “film-like smoothness”, together with the best coverage per litre, opacity and whiteness of any brilliant white paint or coating available in the market today. In keeping with JAT Holdings PLC’s commitment to sustainability, the whole range of WHITE by JAT products are odourless, non-toxic and eco-friendly, while having been designed specifically to withstand the weather and environmental conditions of Sri Lanka. WHITE by JAT also includes two undercoat products including WHITE by JAT Acrylic Interior Wall Filler and WHITE by JAT Exterior Sealer. Products are available for purchase 24/7 at whitebyjat.com, including under flexible payment plans, with deliveries in the Colombo District made within 48 hours, and islandwide within 7 days, free of charge.
General Manager – Marketing at JAT Holdings, Dilshan Rodrigo, also expressed pleasure at receiving recognition at the SLIM DIGIS saying, “While the foundation of WHITE by JAT’s success is the superior quality and reliability of the product, our meteoric rise and popularity with customers and the public, in just 2 years, is directly attributable to our innovative marketing approach. Launching the product amidst the challenges of the pandemic, our online marketing and sales approach, was a winning strategy. We restructured the campaign architecture on Facebook and Google ads using AI technology, while AI-identified audiences were used to create campaigns. New ads were added based on the audience and competitor research outcomes. This, combined with analytics and using digital media to its maximum potential helped us achieve outsized returns on our marketing spend. That’s why this recognition at the SLIM DIGIS is extra special, as the competition was fierce, but clearly, we were among the best.”
Prior to this award, WHITE by JAT has also been recognised with many other local and international accolades in recognition of its unique marketing strategy. Some of these awards include being conferred with a bronze award in the Marketing Disruptors category including three finalist awards in the Home Furnishing and Appliances, David Vs Goliath and E-commerce categories at Effie 2021. The brand also won the Silver award for the Best Mobile Marketing Campaign at the Dragons of Asia 2021 and the Gold Globe award for “MR.WHITE” as the best mobile marketing campaign at the 35th MAA Worldwide Globes 2021. WHITE by JAT also received a Merit award for its Digital Marketing Strategy deployed for the launch of WHITE by JAT at the inaugural FITIS Digital Excellence Awards and Conclave conducted by the Federation of Information Technology Industry of Sri Lanka (FITIS) 2021.