It seems that no brand is as popular as 'Ekthara'. Whenever a brand or product gets soiled and indeed too soiled for the media not to pick up the story, Chief Editors and News Editors re-brand it. They call it 'Ekthara'. So we have 'Ekthara Kiri Piti Vargayak' (A certain milk powder brand), 'Ekthara Paudgalika Rohalak' (A certain private hospital), 'Ekthara peni beema samaagamak' (A certain soft drink company), 'Ekthara supiri velanda polak' (A certain supermarket) and so on. It's not just brands and products that get the 'Ekthara' tag, people too have that opportunity: 'Vayamba Palathe Ekthara Amathi Varayek' (A certain politician from the North Western Province), 'Ekthara janapriya niliyak' (A certain popular actress), 'Ekthara Supiri Krikat Kreedakayek' (A certain cricketer) and so on.