Pan Asia Bank crowned with Gold at 2022 Effies
Leveraging its strong brand identity as the Truly Sri Lankan Bank, Pan Asia Bank won a Gold and a Bronze award at the 2022 Effie Awards. The Bank claimed 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 an event highly anticipated and celebrated by local and global advertising agencies and marketers.
As a bank that prides itself on its truly Sri Lankan spirit, Pan Asia Bank undertook rebranding to be perceived by Sri Lankans 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 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, which was inspired by a unique value in Sri Lankan culture, whereby when a task cannot be handled by one person alone, the entire community comes together for support (Aththama).