Introduction

One unforgettable afternoon, Sri Lanka was plunged into a four-hour nationwide blackout, thanks to a group of monkeys that managed to sneak into a power grid substation, causing chaos and cutting power island-wide. 

While most brands stayed quiet during the disruption, Keells was just hours away from launching its first-ever mass-market artisanal donut range. The original plan was a structured rollout; complete with influencer collaborations, traditional media and in-store activations.

But then came the monkeys. And with them, a cultural moment too good to ignore.

By pivoting from the planned campaign to AI-driven moment marketing, Enfection helped Keells transform a potential challenge into an opportunity; introducing Sri Lanka’s first artisanal donut range in a way that was fresh, trend-savvy and impossible to miss.

The Project

The pivot started with three core insights:

1. The Monkey Became a Pop Culture Hero – Social media exploded with memes, casting the primate as an agent of chaos who, in the eyes of the public, was “calling out” inefficiency and governance issues.
2. The Audience Was Already Listening – The loudest conversation came from 16–35-year-olds; the exact demographic Keells wanted for its donuts.
3. AI Was the Speed Advantage – With only hours to act, AI tools became the creative accelerator, designing a lovable primate mascot, integrating Keells branding into trending visuals, and crafting shareable content in record time.

One of the biggest wins of the campaign was speed. The shift from concept to live execution happened overnight, a pace made possible entirely through AI. This rapid turnaround not only maximized cultural relevance but also resulted in exponential cost savings compared to a traditional campaign rollout, all while boosting productivity by removing lengthy design and approval bottlenecks.

The Impacts

The results were as sweet as the donuts:

• 44.72% growth in the donut range during February.
• 25% growth in Keells’ overall prepared food category.
• High-velocity engagement and share rates across social platforms, cementing Keells’ position as a brand that moves fast and stays relevant.
• The campaign earned global recognition at the Drum Awards APAC.

By tapping into a real-time cultural event, Keells proved that AI-driven moment marketing can deliver both buzz and business results.