easypaisa ran cat reels that refuse to be ads to launch digital banking

Take a social-first approach even in broadcast media to launch the 'easy wala bank' transition — making banking effortless, inclusive and fun, on the audience's terms.

Ads that admit they are not ads: reels of cats, travel and celebrities, closed by 'we don't like to see difficult banking either'.

A broadcast and digital campaign of vertically shot reels produced by Tall Man Films with Patangeer, showing cats, travel and celebrities before a single end-frame voiceover reveals the easypaisa digital bank announcement.

The campaign drew overwhelmingly positive responses — especially the cats — with consumers openly sharing their frustrations about regular banking, and easypaisa reported an uptick in accounts being opened on its platform.

In February 2025, easypaisa — Pakistan's largest fintech brand — launched a broadcast and digital campaign to announce its evolution into the country's first digital bank, built on a candid premise: people don't like watching ads, just like they don't like difficult banking.

Working with BBDO Pakistan and IMPACT BBDO, the brand took a social-first approach even in broadcast media, running vertically shot reels that at first sight have nothing to do with the product: cats, travel and celebrities. A voiceover at the end 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.'

Executive director of marketing Rifah Qadri called the 'easy wala bank' campaign 'bold, brave, different — exactly what no other bank has dared to do', while IMPACT BBDO regional CCO Ali Rez summed up the logic: most people don't like being sold to constantly, 'but they like entertainment. And they like cats. And travel.' The campaign was met with overwhelmingly positive responses and easypaisa noticed an uptick in accounts being opened.

The format mirrors the promise: effortless banking is sold by reels that demand no effort to enjoy.

Confessing that people skip ads disarms the skip — viewers stay to see what the confession is for.

Vertical-first craft met the audience where they already watch, even on broadcast placements.

Say the quiet part aloud: admitting that nobody wants your ad, then behaving accordingly, buys more attention than any amount of polish.

As of the February 2025 write-up the campaign was live and easypaisa had begun seeing an uptick in accounts opened on its platform.