The programme was launched at the university on 25 November, calling on Sri Lanka’s youth, especially the brand’s core audience of ambitious and confident young men, to take an active stand against the alarming rise of digital violence on women.
2024 data show a surge in online abuse in the country, with 59 daily incidents reported, up from 10 in 2019.
Over 21,000 cases occur annually, involving image-based abuse, cyber harassment, and impersonation.
Experts warn these numbers likely reflect only a fraction of the true scale, as many survivors do not report incidents due to social factors.
The event brought together prominent activists and experts, including renowned psychologist Ms. Rishini Bandara, who highlighted the emotional and psychological trauma experienced by victims.
Mr. Ravi De Coonghe, Chief Executive Officer of TruVic Consumer, said,
"At Inglish Razor, we believe that true boldness goes beyond appearances.
In response to this social issue, we are redefining our brand ethos to emphasise that character and integrity are what truly make a person shine, inspiring young men to stand up for violence against women."
TruVic Consumer specialises in personal care, perfumery, cosmetics, and home care products, and is home to global brands, including Inglish Razor, Polo, and La Brezza in Sri Lanka.
The Digital Oath Pledge:
Dear sister, I will not, through even a COMMENT; dear sister, I will not, through even a SHARE; dear friend, I will not, through even a LIKE, MESSAGE, rude request, or threat, in the digital world.
I pledge to be a brother who stands against this violence that comes your way.
Inglish Razor invites all Sri Lankan men to take the 1 million oath digital pledge via http://www.pickoriginals.com/pledge or by visiting islandwide pop-up stands, where QR codes will be available for anyone wishing to join the movement.
The pledges will be submitted to policymakers to support efforts in strengthening the legal framework.
