Even though the closest interpretation for the word ‘Harda Saaskhiya’ would be ‘conscience’, for a Sri Lankan, ‘Harda Saaskhiya’ carries a deeper connotation. It’s not so much a word as it is a concept; a concept that denotes respect, being true to your conscience, soul and spirit.
Certain Sinhala words like ‘Harda Saakshiya’ cannot be translated into English without losing its meaning – and attempting to make any sense of it would be an exercise in futility.
This kind of insight has been the thinking behind some of Sarva’s most innovative and outstanding campaigns over the years which have won them popular and critical acclaim in the advertising world. Thus, the campaign Sarva carried out for Union Assurance with the concept of ‘Harda Saakshiya’ was a success due to the very fact that it spoke to the conscience of everyday people, via a more grassroots approach.
By principle, Sarva avoids conceptualizing in English, translating it all to Sinhala and then expecting everyone to understand what is being said – which is why the ‘Harda Saakshiya’ campaign turned out to be such a landmark in local corporate communication. It has struck a chord with the common man, and resonated with the ordinary people of this country who largely comprise our client’s customer base.