Dubai, April 10, 2025 – Mobilink Bank, Pakistan’s leading digital microfinance institution, has secured a prestigious silver award at the Dubai Lynx Awards 2025 for its powerful ‘Invisible Heirs’ campaign. The campaign, which falls under the Creative Strategy Corporate Purpose & Social Responsibility category, was recognized for its compelling approach to addressing the systemic denial of inheritance rights for women in Pakistan.
The Dubai Lynx Awards are one of the most respected marketing events in the MENA (Middle East and North Africa) region, bringing together creative minds, agencies, and brands to showcase groundbreaking ideas that drive positive societal impact. Mobilink Bank’s victory at this esteemed event further cements its position as a leader in using innovative marketing strategies to create social change.
Mobilink Bank’s ‘Invisible Heirs’ campaign boldly tackled the pervasive issue of gender-based financial inequality, particularly highlighting the challenges women face when claiming their rightful inheritance in Pakistan. The heart of the campaign was a moving video that portrayed the emotional and societal struggles of women who are systematically denied their inheritance share. This video struck a chord with audiences, sparking a nationwide conversation on the importance of women’s rights to inheritance and financial autonomy.
In an innovative move to bridge this financial gap, Mobilink Bank also incorporated an ‘Inheritance Calculator’ in its mobile app. This tool allows women to easily calculate their rightful inheritance share, empowering them to better understand their financial rights and take proactive steps toward securing their future.
Haaris Mahmood Chaudhary, the President and CEO of Mobilink Bank, expressed his pride and excitement in the campaign’s success. “Being recognized at the biggest marketing event in the MENA region refuels our passion to work more vigorously towards women’s long-term financial liberation,” he said. “Mobilink Bank empowers women to overcome deeply rooted social challenges through future-ready digital innovation and strong social advocacy. We believe the campaign’s recognition will translate into solid gains toward the social cause closest to our hearts.”
The ‘Invisible Heirs’ campaign not only garnered attention for its creative execution but also played a pivotal role in fostering financial inclusion for women. By focusing on this critical issue, Mobilink Bank has set an example of how financial institutions can use their platforms to bring about positive societal changes. The innovative approach to educating women on their inheritance rights through a digital tool also reflects the bank’s commitment to empowering women through technology.
This recognition at the Dubai Lynx Awards adds to Mobilink Bank’s growing list of global accolades, including wins at GSMA’s GLOMO and M360 APAC events. Each of these victories underscores the bank’s ongoing efforts to create impactful campaigns that blend social responsibility with innovative digital solutions.
The Dubai Lynx Award will undoubtedly provide further momentum to Mobilink Bank’s mission of empowering women and promoting financial autonomy across Pakistan. With a focus on financial inclusion and gender equality, the bank continues to advocate for a more equitable future for women in the country, helping them overcome societal barriers through accessible financial tools and education.
As Mobilink Bank celebrates this win, it also reaffirms its commitment to using technology and social advocacy to drive meaningful change. The ‘Invisible Heirs’ campaign has not only won an award but has ignited a crucial conversation around women’s financial rights, ensuring that the voices of those traditionally excluded from financial systems are heard and acted upon.