In the realm of digital innovation and social impact, easypaisa’s ‘Audio Nikahnama’ campaign stands as a beacon of empowerment and recognition. This groundbreaking initiative, spearheaded by one of Pakistan’s leading digital financial services providers, showcases the transformative power of technology in challenging cultural norms and fostering societal change on a global scale.
At the heart of easypaisa’s mission lies a commitment to leveraging technology to uplift communities and drive positive social change. With a focus on financial inclusion and empowerment, easypaisa has continually sought innovative ways to address the unique needs and challenges faced by individuals, particularly women, in Pakistan and beyond.
The ‘Audio Nikahnama’ campaign represents a bold step towards dismantling cultural barriers and empowering women to make informed decisions about their futures. By leveraging audio technology, easypaisa sought to deepen understanding of marriage contracts and promote greater transparency and agency in marital relationships. This initiative not only serves to empower women but also contributes to broader efforts to promote gender equality and social justice.
The recognition garnered by easypaisa’s ‘Audio Nikahnama’ campaign on the global stage is a testament to its impact and significance. Winning accolades such as the Caples UK Award in multiple categories, including ‘Not for Profit,’ ‘Mobile,’ and ‘Audio,’ underscores the campaign’s effectiveness in resonating with audiences and delivering tangible results. Moreover, Rifah Qadri, Head of Marketing & Communications at easypaisa, made history by becoming the first Pakistani to receive the prestigious ‘Courageous Client Award’ from The Caples Awards.
Established in 1978 by BBDO copywriter Andi Emerson, The Caples Awards have long been regarded as a hallmark of excellence in the advertising and marketing industry. Operating as a global platform for creative minds, The Caples Awards honor campaigns that demonstrate innovation, creativity, and effectiveness in delivering impactful messages to audiences worldwide.
The introduction of the ‘Courageous Client Award’ by The Caples Awards reflects a recognition of the pivotal role that clients play in fostering creativity and driving meaningful change through advertising and marketing initiatives. Rifah Qadri’s recognition as the inaugural recipient of this prestigious international award underscores easypaisa’s commitment to pushing boundaries and challenging conventions in pursuit of its mission to empower individuals and communities.
Reflecting on the remarkable achievement at the awards, Rifah Qadri expressed gratitude for the recognition and emphasized the campaign’s role in challenging norms, uplifting voices, and empowering women. She highlighted the significance of starting difficult conversations about women’s empowerment and financial inclusion, noting that the campaign personally affects all women in Pakistan and beyond.
As the first Pakistani to receive the ‘Courageous Client Award,’ Rifah Qadri hopes that this recognition will inspire others in the marketing and media landscape to tackle more meaningful topics in their campaigns. She underscored the responsibility and power of the industry to effect change through sparking difficult conversations and asking the right questions.
Farhan Hassan, Head of easypaisa Wallet Business, echoed Rifah Qadri’s sentiments, emphasizing easypaisa’s commitment to creating innovative products and services that uplift customers and positively impact society. He praised the fearlessness and dedication of easypaisa’s marketing and communications team in executing the ‘Audio Nikahnama’ campaign, which exemplifies the company’s commitment to excellence and innovation.
The ‘Audio Nikahnama’ campaign represents a pioneering initiative aimed at leveraging technology to deepen understanding of marriage contracts and promote greater transparency and empowerment in marital relationships. By harnessing the power of collaboration and technology, easypaisa continues to lead Pakistan’s digital financial services landscape, driving positive change and fostering financial inclusion for millions of individuals across the country.
With over 40 million registered mobile accounts and counting, easypaisa remains at the forefront of Pakistan’s digital revolution, dedicated to empowering individuals and communities through innovative solutions and meaningful initiatives. The recognition garnered by the ‘Audio Nikahnama’ campaign serves as a testament to easypaisa’s commitment to excellence, innovation, and social impact on a global scale.