CEO Insights Magazine

In the fast-paced and ever-evolving creative industry, the demand for a comprehensive solution that caters to diverse client requirements is more prominent than ever. Recognizing this need, Charaka Rajanayake founded C&C Solutions as a one-stop solution provider. With a wide range of services encompassing concept designing, Animated video production, Product packaging development and consultancy, Software Solutions and many such others, C&C Solutions has emerged as a leading player in the digital transformation industry.

As the Managing Director of C&C Solutions, Charaka brings a wealth of professional experience and expertise to the table. However, driven by an entrepreneurial spirit, Charaka took a bold leap in 2016 by establishing C&C Solution. Today, C&C Solution has expanded its reach with branches in Dubai, Fiji (headquarters), Brisbane, Papua New Guinea, and Sri Lanka. Charaka's journey is characterized by his dedication, client-centric approach, and a vision for the future. His passion for creativity and his commitment to exploring aspects of the industry continue to shape his vision for the future of C&C.

Give a brief account of your professional background. How has been your path to success and what is your success mantra?

I began my professional journey as a graphic designer in 2003, working for a creative company while studying for my degree. I spent five years at Cargills, a Southeast Asia supermarket chain with manufacturing operations, where I gained valuable experience in creativity and packaging design, along with management skills. In 2013, I transitioned to Fiji and became a lecturer at Fiji National University, specializing in film, television, branding and marketing. During this period, I also served as a creative manager. In 2016, I took a leap into entrepreneurship and founded C&C Solution. have obtained an MBA degree and several diplomas. Although my educational qualifications span different areas, they have contributed to my expertise in Packaging, Animation and UI. Ultimately, my passion lies in creativity and exploring the experimental aspects of the industry, which continues to drive me. My path to success has been shaped by dedication and understanding client needs. Being in the service industry, I prioritize considering the timing that works best for others. This flexibility has allowed me to connect with professionals and gain their confidence.

How would you define C&C Solutions as an organization and its current position in the market?

C&C is a leading organization in Fiji and in the South Pacific region. We stand out from other creative agencies by providing end-to-end services; concept development, design, TV commercials, 2D & 3D animations, website, app development and packaging development. This comprehensive approach has given us a competitive advantage. Our success extends beyond Fiji, as we are recognized as a leader in the South Pacific region. C&C has also diversified its operations, including manufacturing, establishing an ISO auditing firm, and having a separate IT company specializing in ERP and solution development. With six years of significant growth and expansion, we recently partnered with a Chinese company, to expand our presence in the Chinese market.

Tell us about your flagship offerings and what are the value additions that customers can expect from your offerings?

Our flagship offerings include comprehensive services in branding, marketing and software solution. We go beyond simply executing the client's requests by providing value-added services. We take the initiative to educate our clients. By supporting and educating them, we bridge the knowledge gap in marketing and branding, especially in areas like packaging. This dedication to supporting our clients and providing valuable insights is one of the key value additions we offer.

Tell us about your leadership approach. What are the guidelines or methodologies you follow as a leader?

As a leader, my approach involves treating my team members as partners rather than mere workers. To reflect this, I have implemented a change in our payment model. In the Pacific region, employees are typically paid hourly or on a weekly/fortnightly basis. However, we have shifted to a fixed salary structure, paid bi-monthly.

In addition, I guide all employees in the right direction. When I realize that any of my employees are going through a tough period, I make it a point to talk to them and get them back on track. With young blood there is a tendency to lose focus, so to ensure all my employees are focused on the task on-hand, we discuss our task and priorities on a weekly basis and thereby ensure everyone is aware on each other’s roles. Which has made it easy for us to achieve our ultimate goals. Each team member has clear KPIs to ensure accountability to the overall success of the company.

What is the future destination you are heading towards?

My future destination involves retiring around the age of 45. Then, I plan to dedicate my time to voluntary work. I aim to support SMEs in creativity, branding, marketing, and product development. Many of these businesses possess excellent products and knowledge but lack expertise to bring their offerings to the market or expand globally. With the advancements in technology, I want to provide free-of-charge assistance to these SMEs, helping them grow and reach their target markets.

What advice would you give to the budding industry leaders?

In light of my experience in the industry, my advice would be to prioritize client education and building strong relationships. While it is a common belief that “client is king” and focus solely on charging for services, I recommend taking a different approach. Rather than solely focusing on financial gains, take time to educate clients, whether they come to you or not. By doing so, you establish yourself as a trusted partner rather than just a money-driven service provider which fosters a sense of trust and loyalty, leading clients to seek your services in the long term.  

Charaka Rajanayake, Managing Director, C&C Solutions

Charaka Rajanayake is an accomplished creative professional with over 17 years of experience in the industry. He has earned accolades such as the 2011 Sri Lanka "Best Short Film Award" and the 2012 "Creative Excellence Award" at the Fiji Kula Film Festival. 2006 star award winner for best innovative packaging design,Charaka's expertise lies in delivering award-winning ideas for global brands and connecting with their target audience. With a portfolio boasting 1200+ TV commercials, 10+ documentaries, and short films, he is renowned for his industryrecognized design solutions and exceptional skills in digital platform development and conceptualization.