Easypaisa’s Rifah Qadri Becomes First Pakistani to Win ‘The Courageous Client Award’ at Caples UK for Audio Nikahnama Campaign
Easypaisa’s groundbreaking campaign ‘Audio Nikahnama’ has achieved remarkable success at the Caples UK Awards, earning a bronze in the ‘Not for Profit’ category, a silver in the ‘Mobile’ category, and a gold in the ‘Audio’ category.
Rifah Qadri, Head of Marketing & Communications at easypaisa, also received “The Courageous Client Award,” becoming the first Pakistani to be honored in this category.
Founded in 1978 by BBDO copywriter Andi Emerson, the Caples Awards celebrate impactful advertising and marketing campaigns globally. This platform, run by creative professionals for their peers, honors campaigns that resonate and deliver tangible results.
The ‘Courageous Client Award’ recognizes clients who foster creativity and is personally bestowed by the President of the Jury. Rifah Qadri was selected for this prestigious recognition for her role in the “Audio Nikahnama” campaign, making her the first Pakistani recipient.
Commenting on the achievement, Rifah Qadri stated: “Receiving The Courageous Client Award for our ‘Audio Nikahnama’ campaign is a tremendous honor. This accolade celebrates the courage to challenge norms, uplift voices, and empower women. The campaign sparks essential conversations about women’s empowerment and financial inclusion, impacting all women in Pakistan.”
She added: “Being the first Pakistani to win this award is a privilege. I hope this inspires others in our industry to tackle meaningful topics in their campaigns. Our industry has the power to influence consumer behavior and effect change. The courage in this campaign was a collective effort involving my team, leadership, agency, and creatives. This campaign is a small step towards building the world we aspire to live in.”
Farhan Hassan, Head of Easypaisa Wallet Business, shared his thoughts: “At easypaisa, we are driven by purpose, creating innovative products and services that uplift our customers and positively impact society. Our marketing and communications team’s fearless execution of this campaign brings immense pride to us all.”
He continued: “We are honored by the recognition from the Caples UK Awards. This campaign exemplifies our team’s creativity, passion, and commitment to developing impactful campaigns that resonate with our audience. These accolades highlight our dedication to excellence and innovation in the financial services sector, driving positive change.”
The “Audio Nikahnama” campaign aims to deepen the understanding of marriage contracts, using technology to dismantle cultural barriers and empower women to make informed decisions about their future.
With over 40 million registered mobile accounts, easypaisa continues to lead Pakistan’s digital financial services landscape, fostering financial inclusion through collaboration and technology.
