Ria wins creative marketing awards for South Asian campaigns

Ria’s Marketing Manager for the UK & Ireland, Dharmashinee “Yeshee” Saccaram Tengur has scooped two awards for her creative marketing efforts in little over one month, winning top prizes at the Pakistani Music and Media Awards and later, the Asian Media Awards, in the United Kingdom.

For the first award, she worked with Pakistani influencer, Ozzy Rajah, to create a videoRia, Ye Tu Ne Kya Kiya? about sending money which went viral within the South Asian community. With her unique approach, she caught the eye of the judges and was then invited to the Pakistani Music and Media Awards in September to collect her award as Winner of the Best Creative Marketing Campaign 2017.


Creative Marketing Award Nominee Pakistani Music and Media Awards

Yeshee worked with Pakistani Influencer Ozzy Rajah (far left) on a video called “Ria, Ye Tu Ne Kya Kiya?” which was well-received by South Asian communities. She is pictured here with MD for UK & Ireland, Marcela Gonzalez (centre left) and European Marketing Director, Juan Basurto (far right) at the Pakistani Music and Media Awards. 


The South Asian corridors and communities have been an important part of the company’s recent expansion plans. To be named as a finalist for the Creative Media Award at the Asian Media Awards, the Mauritian-born marketer submitted her creative marketing campaign efforts directed towards the Indian, Pakistani and Bangladeshi communities, who she says are often underserved.

Yeshee says she implemented more than a dozen marketing actions and activities over a 12-month period – which peers said showed imagination and innovation. Due to these efforts, she was named the First Runner-Up, Creative Media Award at the Asian Media Awards in October.

Yeshee holds her First Runner-Up, Creative Media Award at the Asian Media Awards event in October.

Other shortlisted entries at the October 25 event in Manchester included Finding Fatimah, by British Muslim TV and the #IamYezidi Campaign by Media Hive for Khalsa Aid – who were the overall winners of the category.

“My vision was to run tailormade campaigns with a ‘feel-good factor’ around the social connection of sending money back home to the many immigrants, expats or people with ties to those countries,” explained Yeshee.

“The campaigns were imbued with my strong desire to not only promote services to the Asian diaspora in the UK but to promote multiculturalism in society, as well as helping Ria to better serve a market segment that is often underserved through generic offerings,” she concluded.

A few highlights of the creative marketing activities included the successful Rickshaw Campaign #RiaRick which was focused on Indian communities; sponsorship and participation in regional ‘melas’ in key locations across England and Ireland; and sponsorship of music festivals and Bollywood concerts with artists including Arjit Singh, Sonu Nigam and Shreya Ghoshal to name a few.

“I see more value in designing my own campaigns and do not use third parties, except to execute my ideas,” she said of her approach to marketing.

“After analysing the market, I found that many activities and events were diluted to fit around broad market segments which either didn’t resonate or leave an impact. So, I wanted to innovate and add authenticity to my marketing activities and events by ‘Bringing the Spirit of India to the UK’. Therefore, I planned a rich calendar of events around this central idea.”

And it seems that her enthusiasm and pride in better serving these communities have been paying off. “These awards are very well-deserved,” said Ria’s Managing Director for the UK & Ireland, Marcela Gonzalez. “Yeshee has brought many innovative and cost-effective ideas to the company to promote various corridors, and a reflection of her hard work is seen in the increase in transactions to India and other South Asian corridors. The #RiaRick campaign was also a first for the company which has yielded amazing results in terms of new customers following our channels and trying our service.”

From everyone at Ria, well done Yeshee!

The Rickshaw campaign #RiaRick attracted new customers and increased social media engagement.