Janashakthi Finance Company's promotional program for three-wheeler drivers wins a bronze award at the Effie Awards.

Janashakthi Finance PLC, a subsidiary of JXG (Janasakthi Group of Companies), won a Bronze Award in the ‘Finance’ category at the recently held Effie Awards Sri Lanka 2025 for its ‘Uplifting the Sri Lankan Three-Wheel Community’ promotional program for the upliftment of three-wheeler drivers.

This program was initiated as another step in the company’s efforts to empower underprivileged communities by bringing financial services closer to a wider audience while using creativity to achieve business goals, and its success is amply reflected in this award.

The Effie Awards, organized annually by the Sri Lanka Institute of Marketing, is considered one of the most prestigious awards ceremonies in the marketing and advertising industry in the country. It recognizes communication programs that are created based on clear strategic thinking and deliver successful results.

The campaign was launched to target three-wheeler drivers, a vital but often under-recognized sector of Sri Lanka’s transport sector. For many of these drivers, this is their main source of income, and they contribute significantly to their families and the country’s fragile economy.

Under this campaign, Janashakthi Finance organized a series of digital, traditional and outdoor promotional activities to directly engage with this group. While appreciating the contribution these drivers make to society, a range of financial solutions were also introduced that were designed to support their income generation and livelihood stability. The main objective was to guide them to choose responsible financial services and help them maintain their vehicles or purchase new vehicles.

“We are delighted to have received this Bronze Award for this promotional program. It is a testament to our commitment to introducing financial solutions that enhance the livelihoods and economic strength of Sri Lankan daily entrepreneurs, while appreciating them. This is an achievement that further encourages us to continue implementing such promotional programs that not only deliver business results but also benefit society,” said Mr. Sidambaram Sri Gajendran, CEO of Janashakthi Finance PLC.

This program, which reflected the challenges faced by three-wheeler drivers, their future goals and their contribution to the country’s economy, demonstrated that Janashakthi Finance is not just a financial services company, but a trusted partner that understands the nature of their livelihoods and provides them with the right support.

This award further confirms Janashakthi Finance PLC’s reputation for implementing successful marketing programs with a clear purpose and is an achievement that reinforces the company’s passion and commitment to economically empowering Sri Lankans across the island by providing effective financial services to them without any discrimination.

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About Janashakthi Finance PLC (formerly Orient Finance PLC)

Janashakthi Finance PLC offers a wide range of solutions and services to suit the needs of its customers, including Fixed Deposits, Savings Accounts, Leasing, Gold Loans (Mortgage), Alternatives, Financial Solutions and Corporate Finance. The company has a strong and stable legacy of 44 years in the financial services sector in Sri Lanka. Janashakthi Finance PLC has earned a great reputation among its customers as a provider of excellent financial solutions and services, with a focus on innovation. Janashakthi Finance PLC, a subsidiary of JXG (Janasakthi Group), is a licensed company by the Central Bank of Sri Lanka and has been rated BB+ (Positive Outlook) by the Lanka Rating Agency (LRA).