Triad Advertising announced the launch of their latest venture that will change the landscape of Sri Lankan advertising - "Triad Manthram" - Sri Lanka’s first fully integrated Tamil advertising agency.

With more and more businesses asking the pivotal question of how to communicate with a new, emerging market that has hitherto not been accessible, now is the ideal time and opportunity for the launch of an all-Tamil advertising agency.

"The Tamil community is one with a vast and complex outlook of life, and understanding the culture itself is a task of some magnitude" says Kalaichelvan, the new Creative Director at

Triad Manthram. "It is vital that we appreciate the aspirations of the community, and the subtle nuances in their lives that, though it may seem trivial to the outside world, can cause unexpected repercussions if disregarded. This is why it is crucial to understand the people and address their needs with a certain level of intimacy".

"Triad Manthram possesses the people and the knowledge to help clients speak to the Tamil community in a way that is familiar to them. The only way we can help deliver the message is if we, as an agency have the insight and knowledge of the target audience’s everyday lives. This is the thought behind Triad Manthram, and is a natural step for Triad, which has always focused on Sri Lankan insight in advertising" said Dilith Jayaweera, Joint MD, Triad.

"The idea for a fully integrated Tamil advertising agency has been brewing in our minds for a while. We think that now, with a new market emerging that has not been accessible before, it is vital that we intimately know who we are speaking to" added Varuni Fernando, Joint MD, Triad.

The Triad Manthram team will be lead by Shratrugan Adam and Kalaichelvan. Adam has been in the advertising industry for over a decade and has served in agencies such as Minds FCB and Blitz while Kalaichelvan is an experienced Creative Director and also a well-known Tamil TV / Radio personality.