The inheritance campaign of Mobilink Bank was nominated, In the “Glass: The Lion for Change” category of the famous Cannes Lions International Festival of Creativity 2025. Through data-driven tools and compelling storytelling, the Invisible Heirs campaign addressed the systematic obstacles to inheritance rights of women in Pakistan.
In the subject category, there were over 251 entries in Cannes Lions from throughout the world; out of which only 28 campaigns were nominated, Mobilink Bank being one of them. The Invisible Heirs campaign by Mobilink Bank has already won major accolades such as Glomo, the M360 APAC Digital Nations Awards, and Dubai Lynx, earning it widespread praise
After the inspirational video campaign, the access of a women to justice and economic parity became a hot topic of discussion. It was highlighted by a cutting-edge Inheritance Calculator that was built within the “Dost” digital software from Mobilink Bank. This allows women to determine their own inheritance share and make well-informed judgments while fighting for their rights.
Aamir Ibrahim, CEO Jazz & Chairman Mobilink Bank celebrated the nomination, saying:
“Invisible Heirs shines a light on an issue too often overlooked – women’s rightful access to inheritance. Being shortlisted at Cannes Lions affirms the power of purpose-led storytelling to drive social change. At Jazz and Mobilink Bank, we’re committed to using technology and creativity to build a more just and inclusive future for women in Pakistan.”
Commenting on the shortlist, Haaris Mahmood Chaudhary, President and CEO Mobilink Bank said:
“Being shortlisted at Cannes Lions among the world’s most powerful campaigns is a proud moment not just for us, but for every woman in Pakistan fighting for her rightful share. With Invisible Heirs, we wanted to turn a cultural silence into a public conversation, and this recognition affirms the power of purpose-driven creativity.”
The most respected festival of creative achievement in branded communications in the world, is considered to be the Cannes Lions International Festival of Creativity. The nomination of Mobilink Bank places Pakistan on the international scene for inclusive fintech solutions and advocacy-driven innovation.
This accomplishment further demonstrates the Bank’s dedication to empowering women via financial inclusion and leveraging technology to promote social change.
