Invisible Heirs.
Most women in Pakistan never receive the inheritance they're entitled to. Mobilink Bank added an inheritance calculator to its app and launched it with a film showing women 'hidden in plain sight' at family moments.
- Brand
- Mobilink Bank
- Agency
- RevX
- Market
- Pakistan
- Region
- Global
- Year
- 2024
The challenge
The entry cites figures that only 3% of women in Pakistan receive their rightful inheritance and 1% own property. Mobilink Bank, part of VEON, wanted to raise awareness and give women a practical tool.
The idea
The Inheritance Calculator in the Mobilink Dost app and on the bank's website lets anyone work out their inheritance rights. A film by RevX showed women missing from weddings, family portraits and inheritance disputes. It ran on social media with influencers and was picked up by 43 news channels and 33 blogs, the entry says.
Results
- 81 million impressions and 34 million views in the first 15 days, according to the Dubai Lynx entry
- Account openings up 103% month on month and female user engagement up 31%, by the entry's figures
- The calculator was used 161% more than any other feature in the app, the entry says
Case study source: Dubai Lynx (Love The Work) Source ↗
Awards
- Dubai Lynx 2025Creative Strategy – Corporate Purpose & Social ResponsibilitySilver
Credits
- Idea creation and production
- VEON - Mobilink Bank
- Creative agency
- RevX
- Creative, execution and production, RevX/Madnest
- Shaheryar Ghayas
- Copy/Concept, RevX
- Waqar G
- Art Director, RevX
- Khalid Nawaz
- Art Director, RevX/Madnest
- Uzair Mahboob
- Art Director, RevX/Madnest
- Shahmurad Shabbir
- Account Manager, RevX
- Nimra Rafiq
- Project ideation, VEON - Mobilink Bank
- Hande Asik
