Viva, a brand of GlaxoSmithKline Consumer Healthcare - Sri Lanka, (part of, GlaxoSmithKline PLC.) recently announced its renewed partnership with Sri Lanka cricket captain Kumar Sangakkara, at a media conference held in Colombo.

Sangakkara was retained in his role as Viva brand ambassador for the fourth consecutive year, as his persona and image drive an affinity with Viva, a malted food drink that embodies energy, stamina and vigour, to suit the lifestyle needs of active adults who are always on the move.

Sachi Thomas, Managing Director of GSK Consumer Healthcare –Sri Lankasaid: “Viva is a brand synonymous with sports, fun and adventure, therefore for us, no other personality embodies these values better than Sri Lankan cricketing hero, Kumar Sangakkara. His continued and ongoing success on the field is a symbol of his energy and passion for the game of cricket and therefore was a natural choice for us. Kumar’s iconic personality and achievements will no doubt help us to better communicate the brand promise of Viva that offers energy and a great start to the day. Together, Viva and Kumar will continue to energize the Nation.”

Sri Lankan lifestyles have changed in recent years and they have become extremely demanding. Consumers often find themselves moving increasingly towards multi-tasking. In turn they are looking for that one ‘cup of energy’ that can deliver stamina, performance and overall well being. Given this need, Viva is making headway in the market place. Viva is presented with ‘Power Boosters’ – which includes a combination of energy releasing Vitamins and Iron (Vitamins B1, B6, B2, Niacin, B12, C and Folate) that are a must for high stamina activities, catering to active adults of all ages.

Viva Brand Ambassador, Kumar Sangakkara, said: “I am very excited at the opportunity to be a part of Viva that apart from a great taste, offers me the energy I require for my active life. Viva offers me just the right nutritional balance that enables me to do more, feel better and improve my game all the time.”

According to GSK, Sangakkara’s role as brand ambassador will be personified by a series of promotional involvements in communicating with Viva users and Sri Lankan consumers at large, as he distinctly embodies the dynamism and energy of the brand.