Easypaisa’s “Audio Nikahnama” campaign has been recognized for its innovation and social impact at the prestigious Caples UK Awards. The campaign, which provides audio access to marriage contracts for women who cannot read, garnered a bronze in the “Not for Profit” category, a silver in “Mobile,” and a gold in “Audio.”
Adding to the accolades, Rifah Qadri, Head of Marketing & Communications at Easypaisa, received the “The Courageous Client Award” for her leadership in driving the campaign. This marks the first time a Pakistani has been honored in this category. “The Courageous Client Award” recognizes clients who champion creative and impactful campaigns. Bestowed by the President of the Jury, it highlights Qadri’s role in pushing boundaries and empowering women.
“This is more than an award; it celebrates the courage it took to challenge norms,” said Qadri in a statement. “The campaign starts a difficult conversation about women’s empowerment and financial inclusion.” She emphasized the campaign’s personal significance for Pakistani women and its potential to spark positive change. “It’s an honor to be recognized, especially as the first Pakistani to win this award,” she continued, expressing hope to inspire others to tackle meaningful topics.
Farhan Hassan, Head of Easypaisa Wallet Business, highlighted the company’s commitment to social impact through innovative products and services. He expressed immense pride in the team’s fearless execution and the campaign’s recognition by the Caples UK Awards. “These accolades underscore our team’s dedication to excellence and innovation within the financial services sector,” said Hassan.
The “Audio Nikahnama” campaign utilizes technology to bridge the gap and empower women with knowledge about their marriage contracts. By tackling cultural barriers and promoting understanding, Easypaisa aims to create a more inclusive future. As Pakistan’s leading digital financial services platform with over 40 million registered accounts, Easypaisa continues to leverage technology and collaboration to drive financial inclusion across the country.
