Fudge marks five years as Sri Lanka’s only behavioural science communications agency

Wednesday, 23 April 2025 00:04 - - {{hitsCtrl.values.hits}}

Fudge Co-Founder/Chief Strategy Officer and Managing Director Kavinda Welagedara (left) with Co-founder/Chief Technology Officer Devanjana Peiris

Fudge celebrates five years as Sri Lanka’s first, and currently only, behavioural science communications agency, known for turning creativity into hard numbers both at home and overseas.

Fudge was launched in 2020 on the belief that agencies should aim for profit, not just mere engagement, when working with clients. As a result, Fudge has ensured that it builds behavioural evidence into every brief. The approach keeps the work closely aligned to the financial performance of the campaign and has helped the agency to win over prestigious local clients such as the Colombo Stock Exchange (CSE), Fairfirst Insurance and AIA Insurance.

Fudge Co-Founder/Chief Strategy Officer and Managing Director Kavinda Welagedara said: “The agency model is broken. Too often we’re paid to push work that chips away at a client’s profit. In a world where a teenager with a smartphone can launch a brand, that old playbook is done. Fudge, and all my other companies, work under one principle: do honest work that brings honest results. We know behavioural science makes campaigns more effective. Now we want to see how AI can push that even further, and it’s more than just cranking out social posts.”

Over the past five years, Fudge has successfully added clients in India, the UAE, the UK and the US. Brands that have bought into the Fudge way of thinking include Dubai-based MOJAY Global Holding Limited that wanted an agency willing to share the profit target, not just the creative credit. Fudge meets that bar with a product line built on behavioural science: fast strategy sprints, content labs, performance audits and now CreativeScore. Developed with the UK’s Creative Effectiveness Ltd., CreativeScore uses behavioural heuristics and Natural Language Processing (NLP) to forecast how any ad or post will perform before any funds are spent. Fudge holds exclusive CreativeScore resale rights for the Asia Pacific region.

Some of the short-term results Fudge has delivered for its local and international client based include 250% increase in monthly walk-ins for Comfort World International (Sri Lanka, Maldives, Seychelles), 170,000 downloads for the Colombo Stock Exchange mobile app (16000% ROI), and more.

After five years of steady growth, Fudge plans to keep moving forward, driven by the same question: “How can we make creativity pay off for clients?” The company’s contrarian approach continues to challenge traditional advertising, proving that real insight leads to better business.

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