Easypaisa: A journey of dreams, discoveries and destinations

Easypaisa, a brand within the financial services sector, launched Easypaisa Raahi in Pakistan to connect with millennials.

Campaign details

Brand: EasypaisaBrand owner: Telenor Microfinance BankEntrant company: Brainchild Communications, KarachiIdea creation: Ogilvy, IslamabadMarket: PakistanSector: Digital PaymentsMedia channels: Content marketing, Livestreaming, Online video, Product placement, Public relations, Social media, Television, Word of mouth, influencersBudget: Up to 500k

Executive summary

Easypaisa Raahi launched as the first branded content platform for Easypaisa since its relaunch in Pakistan. A digital e-wallet looking to digitize everyday payments in the minds of consumers, Easypaisa's prime target audience is identified as the modern millennial. Easypaisa lends itself to the belief...

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