JXG’s ‘She Saw Stars’ campaign wins Gold at Dragons of Sri Lanka 2025

From left: Andrew Ebell, Group Executive Creative Director, Magic Mango Group; Tehani Walpola, Head of Design/Group Head, Magic Mango;  Fahad Fazly, Brand Executive, JXG (Janashakthi Group); Sashi Schaffter, Apprentice Director, JXG (Janashakthi Group); Sohan Colombage, Vice President - Marketing, JXG (Janashakthi Group); Sagar Hiranand, Director - Strategy & Digital, Popkorn and Isuru Aberathne, Junior Art Director, Popkorn 

The ‘She Saw Stars’ campaign, launched by the Janashakthi Foundation, the philanthropic arm of JXG, won in the Cause, Environment or Sustainability category at Dragons of Sri Lanka 2025, Asia’s elite Marketing Communications Industry Recognition ceremony held at Monarch Imperial recently.

The campaign, created by Magic Mango, Colombo,tackled gender-based violence in Sri Lanka, an issue that prevails largely hidden and unspoken due to cultural taboos and stigma.

Through the campaign, launched on International Day for the Elimination of Violence Against Women, Janashakthi Foundation sought to break the silence using strategic communication to raise public awareness and encourage reporting.

The award-winning campaign illustrates JXG’s broader commitment to gender equality initiatives within departments.The company has been recognized at the CIMA Satyn Women Friendly Workplaces with the ‘She Slays’ award. Through subsidiary First Capital Holdings, the company advances gender balance conducting financial literacy workshops for women. JXG also implements progressive HR policies, including career break opportunities and flexible work arrangements.

Gamika de Silva, Group Chief Marketing Officer, JXG explained, “The Gold award amplifies our message and brings greater visibility to an issue that demands urgent attention. We are grateful to our creative agency partners who helped to craft a campaign, capturing attention and driving real action. JXG and the Janashakthi Foundation are committed to address critical social issues, and the award encourages us to continue pushing boundaries in our advocacy work.”