Janashakthi Finance’s ‘Uplifting SL Three-Wheel Community’ campaign wins Bronze Effie

Janashakthi Finance PLC has been awarded the Bronze Effie at 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. 

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.

Janashakthi Finance Chief Executive Officer Sithambaram Sri Ganendran 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.”