Obsidian has officially launched as an independent creative studio, evolving from the creative foundations established through Roar Global’s former creative arm, Roar Media.

The launch of Obsidian marks a sharpened mandate for strategic brand building solutions in traditional, digital and emerging media that cater to increasingly complex and rapidly evolving markets. Obsidian builds on over a decade of experience in storytelling, publishing and high quality film production, now consolidated under a distinct identity and well-defined strategic focus. The studio positions itself at the intersection of insight, creativity and commercial accountability, working with organisations that require disciplined brand thinking and measurable impact.

Industry veteran Aman Ashraff has taken over as the Chief Creative Officer of Obsidian, bringing extensive experience in leading creative mandates across industries and delivering impactful work that balances craft with commercial outcomes. “Creative today must do more than capture attention,” said Ashraff. “As marketing ecosystems mature, the importance of authenticity in the creative medium and its relevance to brands, their products and services is more paramount now than ever before. Obsidian is shaped to operate within that reality.

Over the years, Roar Global has evolved into a venture builder operating across platform ecosystems and AI driven marketing technology, with its core mandate increasingly centered on building and scaling mar-tech ventures. This evolution ultimately led to the establishment of Obsidian as a separately positioned, and independently operating creative studio, with its own leadership, team, and strategic direction.

Commenting on the move, Prash Balakrishnan, Chief Commercial Officer at Roar Global said, “The transition of our creative arm to Obsidian reflects the natural evolution of the creative work built by Roar over the past decade. As Roar Global goes deeper with our focus within the platform led, AI driven mar-tech space, it becomes strategically important for its creative practice to move forward with its own defined identity and leadership.” 

Further details about Obsidian’s services are available at www.obsidian.asia.

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Roar AdX recently hosted two of its clients, Ceylon Biscuits Limited (CBL–Munchee) and Spa Ceylon, for a leadership connect with senior teams at TikTok’s Middle East and South Asia headquarters in Dubai.

The connect focused on how Sri Lankan brands can strengthen relevance and performance on TikTok, with discussions spanning consumer behaviour on the platform, creative effectiveness, and regional growth priorities. It also enabled direct engagement with TikTok’s regional teams, offering the brands clearer insight into how platform decisions are shaped and how markets such as Sri Lanka fit into TikTok’s broader growth agenda.

“Hosting CBL and Spa Ceylon at TikTok’s regional headquarters reflects our commitment to strengthening the TikTok for Business ecosystem in Sri Lanka.” says, Vimukthi Muthukudaarachchi, Vice President-Partnerships at Roar AdX commenting on the engagement. “We are focused on giving local brands direct access to platform expertise, closing knowledge gaps, and enabling brands in emerging markets to compete confidently alongside global players.”

This engagement comes at a time when TikTok is playing an increasingly important role in how consumer brands build reach and drive conversion at scale. By enabling this access, Roar AdX strengthens its commitment to supporting local brands beyond campaign delivery, by connecting Sri Lankan advertisers to the thinking and strategies that drive platform-led brand growth in emerging markets.

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