Sri Lankan Airlines has launched an advertisement that has captured the attention of Indian viewers, highlighting Sri Lanka’s connection to the Ramayana and inviting tourists to embark on a “Ramayana Trail.” The creative approach, showcasing the island’s rich cultural and mythological ties, has struck a chord with Indian audiences, drawing praise across social media.
The five-minute advertisement takes viewers through significant locations in Sri Lanka that are believed to be part of the ancient epic. These sites include Ravana’s Cave near Ella, where Ravana, the demon king, is thought to have kept Sita, and the Seetha Amman Temple, also known as Ashok Vatika Sita Temple, maintained by Sri Lanka’s Indian Tamil community. The ad also mentions the famous Ram Setu, the bridge said to have been built by Lord Ram’s monkey army to connect Rameswaram in Tamil Nadu to Sri Lanka’s coast.
Relive the epic of The Ramayana Trail
Embark on a journey through Sri Lanka’s legendary landscapes with SriLankan Holidays, offering a fully customized experience tailored just for you. Every step of your adventure is designed to bring out the grandeur and glory in the ancient… pic.twitter.com/jctUhc4JKn
— SriLankan Airlines (@flysrilankan) November 8, 2024
One notable scene features a child asking if Ram Setu still exists, to which his grandmother replies, “Yes, you can still see it today,” and explains that Lanka, now known as Sri Lanka, preserves these legendary places. The ad is seen as targeting Indian tourists, particularly those interested in the mythological and religious significance of these sites.
Indian viewers have been quick to express admiration for the ad, with many commenting on social media about the emotional connection it evoked. One viewer, Anshul Kumar, shared that he decided to prioritize a trip to Sri Lanka over Tokyo after watching the ad. Another viewer, Manjeet Das, thanked Sri Lanka for “keeping the spirit of Ramayana alive.”
Sri Lanka’s tourism board has been working to promote religious tourism from India through initiatives like the Ramayana Trail Project, a joint venture with the Indian government. Announced during a meeting between Prime Minister Narendra Modi and Sri Lankan President Ranil Wickremesinghe in July 2023, the project aims to strengthen cultural ties between the countries by developing and promoting Hindu and Buddhist sites. This advertisement is part of a larger vision to enhance religious and heritage tourism and deepen the cultural bond between India and Sri Lanka.
The campaign has not only elevated Sri Lankan Airlines’ branding efforts but also underscored the island nation’s commitment to preserving and sharing its mythological heritage, resonating deeply with Indian tourists and religious devotees alike.
