Easypaisa Impact BBDO cat reels campaignIn 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.
A voiceover at the end of the collection of reels explains, “Just like you don’t like to see ads, we don’t like to see difficult banking. Which is why easypaisa is now a digital bank.”
The reels were produced by Tall Man Films in partnership with vlogger team Patangeer.
Rifah Qadri, Executive Director Marketing for Easypaisa digital bank, said:, “Easypaisa’s transition into a digital retail bank is a game-changer for Pakistan’s financial sector. But we’re not just launching digital banking, we’re making it effortless, inclusive,and actually fun. The Easy Wala Bank campaign is bold, brave, different, and it’s exactly what no other bank has dared to do.
“We’re saying: Don’t want to watch ads? Cool, don’t! Go enjoy cat memes, travel vlogs, or behind-the-scenes celebrity clips instead. Why? Because we get it, people want to see what they like, not what brands think they should. This isn’t just a campaign, it’s a whole new way of doing things. A promise to make banking easier, more entertaining and completely on your terms.”
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The campaign has been met with overwhelmingly positive responses – especially because of the cat reels, as one would expect. Also, consumers have openly shared their frustrations about regular banking.
Ali Rez, Regional Chief Creative Officer for Impact BBDO, said, “Most people don’t like things being sold to them constantly. But they like entertainment. And they like cats. And travel. Bravo to a brand partner that recognises that understanding of its audience and chooses the entertainment path.”
Easypaisa has already started noticing an uptick in accounts being opened on their platform.
