easypaisa: Watch Reels Instead

“Don’t like watching ads? Watch cat reels instead.” In a bold move, easypaisa has launched a broadcast and digital campaign which might just be the most candid in the advertising industry. By claiming that people don’t like watching ads, just like people don’t like difficult banking, easypaisa has made an innovative announcement of their new expansion. The largest fintech in Pakistan recently announced their evolution to becoming the country’s first digital bank. To disseminate the news, in collaboration with BBDO Pakistan and IMPACT BBDO, the brand took a social first approach even when it came to broadcast media, showcasing vertically shot reels that at first sight, have nothing to do with the product: cats, travel and celebrities. A voiceover at the end of the 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.”