Islamabad: easy paisa, Pakistan’s leading digital financial services platform, has once again made waves on the global stage with its groundbreaking Audio Nikahnama Campaign securing a Gold Dragon for Best in Digital, a Blue Dragon for Best in Pakistan, and a Red Dragon for Best Campaign in Asia at the Dragons of Asia 2024.
The easypaisa Audio Nikahnama is a pioneering initiative designed to enhance understanding of marriage contracts in seven different languages, particularly for women in Pakistan. By leveraging technology, easypaisa has effectively dismantled cultural barriers, providing women with the knowledge they need to make informed decisions about their futures. It has connected deeply with audiences in Pakistan and beyond, highlighting the power of fintech and digital platforms in driving social change.
Winning multiple accolades at the Dragons of Asia 2024, a competition known for recognizing the most effective marketing communications across the Asia Pacific region, is a significant achievement for easypaisa. The campaign’s success demonstrates not only its creativity but also its profound societal impact.
Rifah Qadri, Executive Director Marketing & Corporate Communications, TMB/easypaisa, praised her team’s success, stating, “We are immensely proud of the global recognition that the easypaisa Audio Nikahnama has garnered at Dragons of Asia 2024. This achievement highlights our dedication to creating meaningful impact and addressing societal challenges through innovative, tech-driven solutions. With the Audio Nikahnama, we’ve sparked essential conversations around women’s empowerment and financial inclusion. It’s a campaign that resonates deeply with women across Pakistan, making a real difference. She continued, “The thoughtful design and execution of this initiative have already drawn widespread attention, and this recognition at Dragons of Asia underscores its far-reaching global impact.”
This latest win follows a series of other awards and recognitions for easypaisa in the global arena, further solidifying its position as a pioneer in using technology for good. The Audio Nikahnama campaign recently secured two silver trophies at the Loeries Awards 2024 for Branded Content Radio & Audio and Social Impact, along with being the only brand from Pakistan to win a Bronze for Innovative Use of Sound/Audio at the Cresta Awards.
As a champion of innovative technologies, easypaisa remains committed to supporting initiatives that foster innovation and collaboration. The company continues to play a key role in advancing Pakistan’s technological landscape by backing efforts that drive growth and development.
With over 45 million registered mobile accounts and counting, easypaisa remains at the forefront of digital transformation in Pakistan. Through innovative campaigns like Audio Nikahnama, the company is pushing the boundaries of what is possible in the financial and social sectors.
