Don’t like watching ads? Easypaisa campaign offers consumers cat reels, instead

In a bold move, Easypaisa, a fintech  that recently revealed its evolution into Pakistan’s first digital bank, has launched its Easy Wala Bank broadcast and digital campaign – in collaboration with BBDO Pakistan and Impact BBDO – that gives consumers exactly what they want to see.

In one of the most candid moves within the advertising industry, Easypaisa offers an alternative to people who don’t like watching advertisements – similar to people who don’t like difficult or complicated banking.

Instead, Easypaisa takes a social-first approach to broadcast media, showcasing vertically shot reels of cars, travel and celebrities which, at first, seemingly have nothing to do with the brand.