BankIslami, one of Pakistan’s fastest-growing Shariah-compliant financial institutions, has been honored with the prestigious Jury Award for Best Campaign at the Pakistan Digital Awards 2025. The recognition was presented in acknowledgment of the bank’s bold and values-driven campaign titled Saving Humanity from Riba, a powerful initiative that stood out for its ethical messaging and strategic focus on inclusive Islamic finance.
The award-winning campaign captured attention across the financial and marketing sectors for its unique blend of purpose, faith-based ethics, and national outreach. Rather than being limited to a product promotion, the initiative served as a movement rooted in the bank’s core mission—promoting a Riba-free financial system in Pakistan.
BankIslami’s 360-degree campaign was designed to educate, inform, and engage a wide audience on the principles and benefits of Islamic banking. It ran across a wide range of platforms, including digital, television, print, and out-of-home media. The campaign’s message emphasized the accessibility and universal value of Riba-free banking, inviting people of all backgrounds and beliefs to consider a more ethical, justice-oriented financial system.
“What may appear as just another marketing campaign to others was the beginning of a movement for BankIslami,” said Hasan Saeed Akbar, Head of Marketing and Strategy at BankIslami. “Saving Humanity from Riba is not just a slogan—it is a reflection of our mission and a commitment we live by every day. Our ambition was to promote ethical finance across Pakistan and move closer to a system free from the injustice of Riba.”
The campaign not only resonated with the public but also elevated BankIslami’s visibility as a leader in purpose-driven banking. The win at the Pakistan Digital Awards adds to a growing list of accolades for the institution, including its recent recognition by Euromoney as the Best Islamic Bank in Pakistan.
BankIslami’s ongoing commitment to financial inclusivity and digital innovation continues to shape its strategy. The bank is focused on expanding its portfolio of Shariah-compliant financial tools, strengthening its technological infrastructure, and forging partnerships with community organizations to drive financial literacy and economic empowerment.
The Saving Humanity from Riba campaign is a reflection of how Islamic finance can be positioned not just as an alternative, but as a transformative solution that promotes justice, equity, and long-term sustainability. Through campaigns like this, BankIslami is not only reshaping the narrative around Islamic banking but also building momentum for a broader national shift towards ethical and inclusive financial systems.
As the financial sector in Pakistan continues to embrace digital transformation, BankIslami’s award-winning efforts underscore the critical role of purpose-led communication in driving real impact, both within and beyond the banking industry.