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: EasypaisaBrand owner: TelenorEntrant company: Brainchild Communications, KarachiIdea creation: Ogilvy Pakistan, IslamabadMarket: PakistanSector: Digital paymentsMedia channels: Mobile & apps, Online video, Outdoor, out-of-home, Public relations, Social mediaBudget: Up to 500k

Executive summary

Phatta Note (torn note) was a short campaign with the sole purpose of changing people's perception of cash usage and as a result have them consider alternative use of the Easypaisa Mobile Wallet Application. Cash is the most accepted means of making payments and is a habit deeply ingrained in every...

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