Following a multi agency pitch easypaisa names BBDO Pakistan as creative agency of record

After a competitive pitch involving three agencies, BBDO Pakistan has been named as the agency of record for easypaisa, Pakistan’s leading fintech app.

With over 17 million active users, easypaisa is Pakistan’s first mobile banking platform, introduced in 2009. Initially launched as a money transfer service, easypaisa empowers underserved masses by bringing convenience and freedom to their lives, and has today become the category name for money transfers, synonymous with convenience and reliability.

BBDO and easypaisa started their relationship for a project earlier in 2023 by launching “Audio Nikahnama,” a campaign that gives millions of Pakistani women access to their marriage contract through an audio-based tool in seven different languages, heralding a new era for inclusion and equity. The campaign has been incredibly effective for the brand in terms of lifting its female user base by 7%, and was triumphant at the recently held Dubai Lynx International Festival of Creativity, winning several Golds, including the Glass Award for Change.

Rifah Qadri, Head of Marketing and Corporate Communications, said: “Our partnership with BBDO has been nothing but impactful, starting off with a campaign like Audio Nikahnama which enables us to establish ourselves as a brave brand. We look forward to partnering with them and creating effective, insightful and inclusive campaigns.”

Atiya Zaidi (pictured left), Chief Creative Officer and CEO, BBDO Pakistan, said: “Audio Nikahnama is bang on the brand positioning of easypaisa. A brand that exsist to make everything easy for its customers. Understanding the marriage contract and its underlying financial clasues before signing the document was never an option for the women of Pakistan.”

Ali Rez (pictured right), Chief Creative Officer for BBDO Worldwide in Middle East & Pakistan, said: “Great work happens thanks to great partnerships between brands and agencies. We are looking forward to collaborating and creating some of the most effectively creative work for the incredible brand that is easypaisa.”