Karachi: Pakistan's leading digital microfinance institution, Mobilink Bank, has garnered international recognition as its Invisible Heirs campaign has been shortlisted for the prestigious Cannes Lions International Festival of Creativity 2025. Competing in the 'Glass: The Lion for Change' category, the campaign addresses systemic barriers to women's inheritance rights in Pakistan.
The Cannes Lions festival received 251 global entries for this category, with only 28 campaigns making it to the shortlist. Mobilink Bank's Invisible Heirs campaign has already received global praise, having won several awards, including the Dubai Lynx and M360 APAC Digital Nations Awards. The campaign initiated a significant national dialogue about women's access to justice and economic equity.
A key feature of the campaign is the Inheritance Calculator, integrated into Mobilink Bank's digital app, 'Dost.' This tool empowers women by enabling them to calculate their rightful share of inheritance, facilitating informed decision-making in asserting their rights.
Aamir Ibrahim, CEO of Jazz and Chairman of Mobilink Bank, expressed his enthusiasm for the nomination, stating that the campaign highlights women's rightful access to inheritance. He noted that being shortlisted at Cannes Lions emphasizes the influence of storytelling in effecting social change.
Haaris Mahmood Chaudhary, President and CEO of Mobilink Bank, remarked on the significance of the recognition, emphasizing its importance for women in Pakistan fighting for their inheritance rights. He stated that the campaign aimed to transform cultural silence into a public conversation, and the nomination underscores the impact of creativity with a purpose.
The Cannes Lions International Festival of Creativity is renowned globally as a celebration of excellence in branded communications. Mobilink Bank's nomination not only highlights Pakistan's presence in advocacy-driven innovation but also reinforces the institution's dedication to women's financial inclusion and the use of technology for social change.