Easypaisa’s revolutionary “Audio Nikahnama” campaign has added yet another feather to its cap by clinching the prestigious Caples UK Award. The campaign secured a bronze in the ‘Not for Profit’ category, a silver in the ‘Mobile’ category, and a gold in the ‘Audio’ category. Additionally, Rifah Qadri, Head of Marketing & Communications at easypaisa, made history by winning “The Courageous Client Award,” marking the first time a Pakistani has been honored in this category.
Established in 1978 by BBDO copywriter Andi Emerson, the Caples Awards serve as a beacon in the advertising and marketing industry. The awards recognize campaigns that resonate and deliver tangible results, with the introduction of the “Courageous Client Award” acknowledging the pivotal role clients play in fostering creativity. Rifah Qadri’s leadership in the “Audio Nikahnama” campaign earned her this esteemed international recognition.
Reflecting on the achievement, Rifah Qadri expressed gratitude for the honor, emphasizing the campaign’s impact in challenging norms, uplifting voices, and empowering women. She hopes the award inspires others in the marketing and media landscape to tackle more meaningful topics in their campaigns, leveraging their influence to spark important conversations.
Farhan Hassan, Head of easypaisa Wallet Business, highlighted the team’s commitment to innovation and positive societal impact, noting the pride felt by all involved in executing the groundbreaking campaign. The “Audio Nikahnama” initiative aimed to deepen understanding of marriage contracts, leveraging technological innovation to dismantle cultural barriers and empower women to make informed decisions about their future.
With over 40 million registered mobile accounts, easypaisa remains at the forefront of Pakistan’s digital financial services landscape, dedicated to fostering financial inclusion through collaboration and technology.
