Pan Asia Bank crowned with Gold at Effies

Tuesday, 21 March 2023 01:32 - - {{hitsCtrl.values.hits}}

Pan Asia Bank Team Marketing with CEO-Designate Naleen Edirisinghe

Pan Asia Bank recently won a Gold and a Bronze award at the 2022 Effie Awards.

The Bank walked away with a Gold award in the Finance category and a Bronze under a Business Challenge Category (David vs Goliath).

The Effie Awards Sri Lanka, organised by the Sri Lanka Institute of Marketing (SLIM), the apex body of marketing profession, is a coveted event that is highly anticipated and celebrated by advertising agencies and marketers, both locally and globally, as the most distinguished honour in the industry.

CEO Designate Naleen Edirisinghe said: “We are honoured to record our win at the prestigious Effie Awards! We are thrilled to win two key awards, which reflect the efficacy and precision of our creative campaigns for our pawning product, ‘Ran Aththama’.

“We are grateful to our creative partner, Sarva, for executing our vision creatively, and Mideation, our media management partner, for effectively reaching out to our valued customers and target audience. In recent years, Pan Asia Bank has embarked on strategic brand building and these two major wins at the Effie Awards demonstrates that we are on the right path.” Pan Asia Bank undertook rebranding to be perceived by the Sri Lankan masses as a brand that held a completely Sri Lankan identity with the new tagline ‒ ‘The Truly Sri Lankan Bank’. This served as a strategic advantage for the pawning rebrand in a market dominated by other established brands.

The integrated campaign ‘Ran Aththama’ enabled Pan Asia Pawning product and portfolio to become one of the largest in terms of the growth and number of new customers in the banking and finance industry.

This opportunity was used to reiterate its position as a Truly Sri Lankan Bank, leveraging a truly local insight and capitalising on an emerging market, with the rebranding of the existing “Pawning and Ran Loan” scheme. It is the first time ever that a traditional Sri Lankan culture and values were used directly as a platform for a product proposition building in Sri Lanka.

This was the beginning of Ran Aththama. The inspiration behind the rebrand comes from a deeply local insight that exists in Sri Lankan society, where if someone comes across a task which cannot be handled along, the entire community comes together in support of the person. ‘Aththama’ is a unique value in Sri Lankan culture whereby when a task requires more than one person, the entire community comes together to help, showing the power of collaboration and Harmony.