Celebrating Innovation: easypaisa’s Audio Nikahnama Campaign

easypaisa’s “Audio Nikahnama” campaign has proven to be a groundbreaking endeavor that shatters taboos and empowers women. This effort addressed the sensitive and often overlooked issue of women’s consent in marriage, providing them with unprecedented access to their crucial matrimonial rights. By leveraging the power of technology, this first-of-its-kind innovation aimed to break down cultural barriers and empower women to make informed decisions about their future, overcoming literacy barriers and ensuring education about this most important contract.

Rifah Qadri, Head of Marketing & Corporate Communication at TMB/easypaisa, made history by becoming the first Pakistani to win the ‘Courageous Client Award’ for our ground-breaking Audio Nikahnama campaign. This prestigious award celebrates individuals who play a pivotal role in fostering creativity and driving compelling campaigns. easypaisa also made history as the only Pakistani brand to win at this year’s CLIO Awards, securing two Bronze awards for the Audio Nikahnama campaign. The campaign also received impressive recognition at the Dubai Lynx International Festival of Creativity, the MENA region’s premier event for the advertising and communications industry. The campaign received:

3 Gold Awards in the categories of:

• Glass Award for Change
• Radio & Audio: Social Behavior and Cultural Insight
• Integrated

2 Bronze Awards in the categories of:

• Media: Social Behavior and Cultural Insight
• Digital: Consumer Services/Business to Business