| |
-
SUB CATEGORY :
USE OF MOBILE
-
ENTRANT COMPANY :
IMPACT BBDO, DUBAI
-
TITLE :
AUDIO NIKAHNAMA
-
BRAND :
EASYPAISA
-
ADVERTISER :
EASYPAISA
-
AGENCY :
IMPACT BBDO, DUBAI
-
CHAIRMAN :
DANI RICHA
-
MANAGING DIRECTOR :
JAD EL RABAHI
-
CHIEF CREATIVE OFFICER :
ALI REZ
-
EXECUTIVE CREATIVE DIRECTOR :
ATIYA ZAIDI
-
CREATIVE DIRECTOR :
RANA SADEK/DENNIS SILVEIRA/MARIA SHAMSI/MAHAD NAVEED
-
ART DIRECTOR :
HASSAAN AFTAB/SHAHZEB KHAN
-
COPYWRITER :
ARCHIE SINGH
-
DESIGNER :
SHABIR SHAHAN
-
ANIMATOR SPECIAL EFFECTS :
EEMAN MOEEN
-
ACCOUNT DIRECTOR :
IDREES HUSSIAN/MUHAMMAD AWAIS/TUAHA JAWAID
-
MARKETING COMMUNICATION DIRECTOR :
RIFAH QADRI
-
PR AGENCY :
ISHTEHARI, KARACHI
-
FILM PRODUCTION COMPANY :
RABBIT HOLE FILMS, KARACHI
-
DIRECTOR :
ZOHAIB KAZI
-
DIRECTOR OF PHOTOGRAPHY :
INSIYA SYED
-
EXECUTIVE PRODUCER :
SAAD KHAN
-
OTHER FILM PRODUCTION CREDITS :
KARMA KOLLECTIV
-
POST-PRODUCTION COMPANY :
IMPACT BBDO, DUBAI
-
EDITOR :
SANIL CHANDRAN/BENJAMIN DESOUZA
-
ENGLISH CONTEXT EXPLANATION :
In Pakistan, gender roles and rights are deeply rooted in cultural and religious practices. Most Pakistani women's financial journey starts when they get married. The Nikahnama, a Muslim marriage contract, is mandatory for legal matrimonial bonds but often goes unread by women who sign it, mainly due to high illiteracy rates of 51% - about 60million women. By signing a legal document that she cannot read, a woman is unaware of what she has agreed to. Often, this includes waiving the right to divorce, trapping a home-bound woman into financial dependency for the rest of her life, absolving the husband of any financial obligations towards her. easypaisa set out to help solve the issue revolving around one of the major threats to a Pakistani woman's financial stability: understanding her marriage contract. While millions of women may be unable to read the marriage contract, there should be no stopping them listening to it. So, we brought them the country's first ever Audio Nikahnama. An audio guide of the marriage contract - accessible anytime, anywhere, from any mobile phone or landline through a toll-free number. This was a first for the country.
-
URL :
|
|