Easypaisa: The phatta (torn) note predicament

Mobile wallet, Easypaisa, changed the centuries-old perception of cash usage in Pakistan with its Phatta Note campaign.

Campaign details

Brand: Easypaisa Brand owner: Telenor Entrant company: Brainchild Communications, Karachi Idea creation: Ogilvy Pakistan, Islamabad Market: Pakistan Sector: Digital payments Media channels: Mobile & apps, Online video, Outdoor, out-of-home, Public relations, Social media Up to 500k