At the recent Dragons of Asia competition held in Malaysia, “Audio Nikahnama” was recognized as “Best Campaign in Asia.” The campaign for easypaisa, created by BBDO, built an audio guide for illiterate women who can’t read their marriage contracts in Pakistan.
In addition to the Best Campaign, “Audio Nikahnama” also won the coveted Best Digital Campaign, and the Best Campaign by Country – Pakistan. Previously, the campaign has also won the country’s only One Show 2024 pencil and a Mad Stars trophy, in addition to 2 Golds at Dubai Lynx 2024.
Almost half of all women in the country cannot read, whereas the official marriage contract is in written form. easypaisa, dedicated to financial inclusion for all, helped thousands of women understand the financial impact of a marriage document through the use of a free hotline. The hotline had the option to listen to the audio presentation of the marriage document in six different languages.
Rifah Qadri, Executive Director Marketing & Corporate Communications, TMB/easypaisa, praised her team’s success, said: “We are immensely proud of the global recognition that the easypaisa Audio Nikahnama has garnered at global award shows, which also now includes 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. The thoughtful design and execution by our creative agency and media agencies, of this initiative have already drawn widespread attention, and this recognition at Dragons of Asia underscores its far-reaching global impact.”
Since 2000, The Dragons of Asia Awards annually celebrate excellence in marketing communications across the Asia-Pacific region. It recognises the most innovative and impactful campaigns that have successfully engaged audiences and driven business results in each entry category, as well as the Best Campaigns by Country and the Best Campaign in Asia.
