Janashakthi Finance PLC, a subsidiary of JXG (Janashakthi Group), has been awarded the Bronze Effie at the Effie Awards Sri Lanka 2025 in the Finance category for its impactful campaign, “Uplifting the Sri Lankan Three-Wheel Community.”
The recognition highlights the Company’s ability to combine creative storytelling with measurable business results, while advancing financial inclusion and livelihood empowerment for underserved communities.
Organised by the Sri Lanka Institute of Marketing, the Effie Awards are widely regarded as one of the most prestigious honours in the marketing and advertising industry, recognising marketing communications that demonstrate proven effectiveness, strong strategic thinking, and tangible impact.
The award-winning campaign was inspired by the resilience and dedication of Sri Lanka’s three-wheel drivers, an essential yet often underserved segment within the country’s transport ecosystem. Many within this community rely on three-wheel vehicles as their primary source of income, supporting families and contributing significantly to the country’s informal economy.
Through a combination of digital, traditional and on-ground engagement initiatives, Janashakthi Finance connected directly with the three-wheel community, recognising their contribution to society while providing accessible financial solutions designed to support income generation and long-term livelihood stability. The campaign focused on empowering drivers with opportunities to access responsible financing, helping them maintain or upgrade their vehicles and sustain their businesses.
Commenting on the achievement, Sithambaram Sri Ganendran, Chief Executive Officer of Janashakthi Finance PLC, stated, “We are honoured to receive the Bronze Effie for our ‘Uplifting the Sri Lankan Three-Wheel Community’ campaign. This recognition reflects our commitment to supporting everyday entrepreneurs who keep Sri Lanka moving, while providing responsible financial solutions that help strengthen livelihoods and economic resilience. It also motivates us to continue creating purpose-driven initiatives that deliver both business impact and meaningful community progress.”
By highlighting the aspirations, challenges and contributions of three-wheel drivers, the campaign positioned Janashakthi Finance as more than a financial services provider, establishing the brand as a trusted partner that understands and supports everyday livelihoods.
The recognition further strengthens Janashakthi Finance PLC’s reputation for marketing excellence and purpose-driven engagement, while reinforcing its commitment to inclusive finance and sustainable economic empowerment across Sri Lanka.
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About Janashakthi Finance (Formerly Orient Finance PLC)
Janashakthi Finance offers a comprehensive suite of financial services tailored to meet the specific needs of customers, including mobilization of Deposits, Savings Accounts, Leasing, Gold Loans, Alternative Finance Solutions, Corporate Financing and many more. The company brings 44 years of stability, strength, reliability and expertise to the financial industry. Progressively, Janashakthi Finance PLC has established itself as a customer-focused financial service provider that prioritizes innovation and offers exceptional products and customer service. Janashakthi Finance is a JXG (Janashakthi Group Company), licensed by the Central Bank of Sri Lanka and rated BB+ (Positive Outlook) by LRA.
