Easypaisa’s Rifah Qadri Wins ‘The Courageous Client Award’ for Audio Nikahnama Campaign

Easypaisa’s innovative ‘Audio Nikahnama’ campaign has achieved significant recognition, winning several accolades at the Caples UK Awards. The campaign earned 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, became the first Pakistani to receive the prestigious ‘Courageous Client Award’ for her role in the campaign.


Established in 1978 by BBDO copywriter Andi Emerson, the Caples Awards celebrate creativity and effective marketing. The ‘Courageous Client Award’ acknowledges clients who drive groundbreaking campaigns, with the President of the Jury personally selecting recipients.


Rifah Qadri expressed her honor at receiving the award, highlighting the campaign’s impact on women’s empowerment and financial inclusion. She emphasized the importance of challenging norms and sparking difficult conversations through marketing.


Farhan Hassan, Head of easypaisa Wallet Business, praised the team’s creativity and dedication, noting the campaign’s success in fostering positive societal change. The ‘Audio Nikahnama’ campaign aims to educate about marriage contracts, using technology to empower women and break down cultural barriers.


Easypaisa, with over 40 million registered mobile accounts, continues to lead Pakistan’s digital financial services, promoting financial inclusion through innovative solutions.