In a public statement released yesterday, Watawala Tea announced that the film was meant to reflect “the everyday emotions of family life and the balance between strength and sensitivity that every child learns in their own way.” However, the company admitted that the film had been “interpreted in ways never intended,” and that it “caused discomfort or concern among some valued consumers.” Out of what it described as “respect for the shared values that unite Sri Lankan families,” Watawala has decided to remove the film from all official platforms.
The decision marks a dramatic turn in what was originally expected to be a groundbreaking campaign for the brand. The ad featured a young boy portrayed with feminine characteristics and a father who struggles to accept him, until the family learns to embrace the child’s individuality. While the creative was designed to be subtle and emotionally resonant, many Sri Lankan viewers interpreted it as a quiet endorsement of LGBTQ identity, a topic that remains highly sensitive and polarizing in the country.
Within 24 hours of release, social media was flooded with heated arguments. Critics accused the brand of promoting Western values and challenging Sri Lankan family traditions, while others praised the message of acceptance and courage. The overwhelming negative reaction, however, soon overshadowed the positive, forcing Watawala to act quickly to protect its reputation.
This move underscores the fine line Sri Lankan brands walk when addressing socially complex themes. Globally, companies such as Bud Light and Target have faced similar backlash for LGBTQ-inclusive campaigns, losing billions in revenue and public trust after conservative customers boycotted their products. The pattern is clear: when brands overestimate audience readiness for progressive storytelling, even well-intentioned campaigns can backfire dramatically.
For Watawala, this incident could serve as a crucial learning moment. As part of Sunshine Consumer Lanka, one of Sri Lanka’s largest FMCG groups with brands like Zesta, Ran Kahata, and Daintee, Watawala has long stood as a symbol of warmth, unity, and Sri Lankan family values. By stepping into socially charged territory without preparing for cultural reaction, the brand risked alienating the very audience that built its success.
While Watawala’s official statement emphasized gratitude toward supporters and reaffirmed its commitment to “stories that bring people together,” the withdrawal of the film indicates a retreat from value-based activism, a reminder that not all markets are ready for global narratives of inclusion. In Sri Lanka’s context, where advertising remains closely tied to traditional identity, campaigns that appear to challenge family or gender norms can easily cross from emotional storytelling into controversy.
Ultimately, this episode will be remembered less for its creative intent and more for its aftermath, how a well-known household brand misjudged public sentiment and paid the price online. Watawala’s quick decision to pull the ad may help contain long-term damage, but it also exposes a broader question for marketers in emerging markets: how far can brands go when global empathy meets local tradition?
For now, “Him, Her and Them” has been silenced, and the conversation it started has become a case study in the growing tension between creativity, culture, and caution in Sri Lankan advertising.