At the prestigious Dragons of Asia competition in Malaysia, Easypaisa and BBDO’s groundbreaking “Audio Nikahnama” campaign earned top honors, winning the title of “Best Campaign in Asia.” Designed to support illiterate women in Pakistan who are unable to read their marriage contracts, the campaign created an accessible audio guide to demystify the financial implications of marriage documentation.
Beyond winning Best Campaign, “Audio Nikahnama” also received accolades for Best Digital Campaign and Best Campaign by Country – Pakistan, underscoring its significant impact and innovative approach. This campaign has previously achieved national and international recognition, including Pakistan’s only One Show 2024 pencil, a Mad Stars trophy, and two Golds at Dubai Lynx 2024.
With nearly 50% of Pakistani women unable to read, the official marriage contract’s written format often leaves many unaware of the financial terms involved. Easypaisa, committed to broadening financial inclusivity, helped bridge this gap by establishing a free hotline. Through this hotline, women could listen to a clear audio version of the marriage document in six languages, empowering thousands to understand their rights and financial responsibilities in marriage for the first time.
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.
