NDB Bank Wins Gold at SLIM DIGIS 2.5 for NEOS Campaign

National Development Bank PLC won a Gold award at the SLIM DIGIS 2.5 Awards. The accolade was awarded for the bank’s NDB Avurudu Dupatha campaign, a bold and innovative initiative that blended gaming, storytelling, and digital banking to position NDB NEOS as the app of choice for Sri Lanka’s younger generation, the bank said in a media release.

The campaign, executed in collaboration with Gamer.LK, was launched during the Sinhala and Tamil New Year season, a time that is deeply embedded in culture and community. Rather than opting for a traditional campaign, NDB chose to connect with its target audience in a space where they naturally thrive, the gaming universe.

At the heart of the initiative was an imaginative storyline that transformed NDB’s digital banking offering into a thrilling adventure. The virtual NDB Avurudu Dupatha was under siege by the Economic Demon, “Arthika Buthaya”, who disrupted the island’s ability to exchange and trade. Leading gaming influencers Maniya and Sadu rallied together with a team of 16 popular gamers to save the island. Viewers actively followed the journey as players raced to collect 500 scattered “NDB fragments” that would restore power to defeat the demon and resurrect the island’s hero.

The campaign reached its climax when Maniya, chosen by popular vote, harnessed the power of the NEOS app to complete the victory. From scanning QR codes to purchasing in-game clothing, supporting digital artists, and donating to the Clean Ocean Force’s ‘Adopt a Beach’ initiative, NEOS was seamlessly integrated into the narrative, demonstrating its real-life applications in fun, relatable, and interactive ways, the release said.

Commenting on the recognition, Darshana Jayasinghe, Assistant Vice President and Head of Marketing at NDB Bank, said, “Winning Gold at SLIM DIGIS 2.5 is a landmark moment for us at NDB. Avurudu Dupatha was more than a campaign, it was a cultural moment where digital banking met community storytelling. By entering the gaming universe, we brought NEOS into the lives of young Sri Lankans in a way that was authentic, entertaining, and empowering. This award validates our vision to go beyond banking and create experiences that resonate deeply with our customers.”