Wednesday Jul 22, 2026
Wednesday Jul 22, 2026
Tuesday, 21 July 2026 07:36 - - {{hitsCtrl.values.hits}}
Members of the JXG leadership team, together with the JXG Marketing team and representatives from Aleph, TikTok’s authorised sales partner in Sri Lanka
JXG (Janashakthi Group) has become the first financial conglomerate in the country to be featured as an official TikTok for Business Case Study. The recognition highlights the Group’s “Who is JXG?” corporate brand and IPO campaign, an integrated marketing campaign that combined multiple communication channels, with digital platforms playing a key role in building awareness, strengthening engagement and driving measurable outcomes ahead of its Initial Public Offering (IPO).
The recognition was presented by Aleph, TikTok’s authorised sales partner in Sri Lanka. Aleph is a global leader in digital advertising solutions, connecting leading digital platforms with advertisers worldwide.
The case study highlights how the Group leveraged TikTok’s advertising solutions as part of its broader integrated marketing approach to introduce JXG as the corporate identity bringing together its established businesses, while creating awareness and understanding of the Group ahead of its Rs. 5 billion IPO.
The campaign was built around the central question, “Who is JXG?”, and adopted a multi-channel approach supported by targeted digital engagement. TikTok played a key role in extending the campaign’s reach and connecting with audiences through platform-relevant content formats. The digital strategy was executed through a two-phased approach. The first phase focused on maximising reach, attention, and message retention through six-second Video View campaigns, driving broad awareness of the IPO. The second phase leveraged Smart Traffic optimisation to encourage high-intent audiences to visit the IPO landing page, moving them from awareness to consideration.
The campaign generated more than 4.76 million video views and over 5 million impressions, achieving 43.5% reach penetration among a potential audience of more than 4.6 million users within Financial Services segments. The Smart Traffic optimisation campaign successfully converted awareness into consideration, driving over 255,000 destination clicks to the IPO landing page while delivering more than 200,000 interactive add-on impressions that reinforced audience engagement.
JXG Group Chief Marketing Officer Gamika de Silva said, “Being featured as an official TikTok for Business Case Study is an important recognition of JXG’s commitment to innovation, creativity and marketing excellence. The ‘Who is JXG?’ campaign was designed as an integrated brand-building initiative to introduce our corporate identity and create meaningful connections with our audiences. Digital platforms, including TikTok, played an important role in amplifying our message, enabling us to engage audiences at scale and generate measurable outcomes during a significant milestone in our growth journey.”
This recognition reflects JXG’s continued focus on adopting innovative communication strategies and global best practices to strengthen brand relevance in an evolving financial landscape. Guided by its purpose of “Breaking Barriers, Forging Futures,” JXG continues to leverage new platforms, insights and ideas to deepen engagement with Sri Lankan audiences and shape the future of financial services in the country.
