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“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.”

The campaign has been met with overwhelmingly positive responses (especially the cats, as one would expect), where consumers have openly shared their frustrations about regular banking. Easypaisa has already started noticing an uptick in accounts being opened on their platform.

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, it's brave, it’s 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.”

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 recognizes that understanding of its audience and chooses the entertainment path.”

The reels were produced by Tall Man Films in partnership with Patangeer.