Mobilink Bank, Pakistan’s pioneering digital microfinance institution, has earned a place on the global stage with its groundbreaking campaign, Invisible Heirs, which has been shortlisted for the prestigious Cannes Lions International Festival of Creativity 2025. Nominated in the ‘Glass: The Lion for Change’ category, the campaign is being celebrated for its courageous stance on women’s inheritance rights and its innovative use of technology and storytelling to challenge deep-rooted social norms.
Out of 251 entries from around the world, only 28 campaigns made it to the shortlist. Mobilink Bank’s Invisible Heirs is the only Pakistani campaign to be recognized in this high-impact category, which honors creative work that addresses gender inequality and promotes cultural change.
Tackling a Deeply Entrenched Issue
The Invisible Heirs campaign confronts a long-standing and often unspoken injustice: the denial of rightful inheritance to women in Pakistan. Despite legal provisions under Islamic and Pakistani law, millions of women are routinely deprived of their share in family assets, often due to cultural pressures, lack of awareness, or systemic barriers. This campaign brings the issue to the forefront through a combination of data-driven storytelling, emotional narratives, and technological empowerment.
At the heart of the campaign is a powerful and emotionally charged video that sparked widespread discourse across traditional and digital media. It tells the story of countless women whose names are quietly erased from family trees and inheritance documents — highlighting how they become invisible heirs in their own homes.
Tech Meets Social Justice: The Inheritance Calculator
Mobilink Bank didn’t stop at storytelling. As part of its holistic approach to driving impact, the bank developed and embedded an Inheritance Calculator within its widely-used mobile app, Dost. This innovative tool enables women to calculate their rightful inheritance based on Islamic and legal guidelines, helping them make informed decisions and assert their rights with confidence. It’s a small but significant step toward financial literacy and empowerment for women who have traditionally been sidelined in financial matters.
A Global Recognition for Local Impact
The Invisible Heirs campaign has already won several major accolades, including awards at Dubai Lynx, M360 APAC Digital Nations, and the GSMA Glomo Awards. Being shortlisted at Cannes Lions, however, places it among the world’s most impactful creative campaigns — a recognition that speaks volumes about the campaign’s authenticity, innovation, and relevance.
Aamir Ibrahim, CEO of Jazz and Chairman of Mobilink Bank, expressed pride in the campaign’s impact and recognition:
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.
Haaris Mahmood Chaudhary, President and CEO of Mobilink Bank, echoed similar sentiments:
Being shortlisted 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 aimed to break a cultural silence and spark a national conversation. This recognition is proof that purpose-driven creativity can create real, meaningful impact.
Setting a Global Standard for Advocacy Through Fintech
Mobilink Bank’s nomination is not just a corporate milestone; it is a cultural one. It positions Pakistan as a global voice in advocacy-based innovation, showcasing how financial institutions can lead meaningful conversations and solutions around social justice. In a landscape where women’s voices are too often silenced, this campaign boldly challenges the status quo by combining storytelling, fintech, and social reform.
The Cannes Lions International Festival of Creativity is widely regarded as the ultimate benchmark for excellence in branded communication. To be shortlisted in the Glass: The Lion for Change category is to be recognized as a force for real-world impact. Mobilink Bank’s achievement sends a powerful message: creativity can change lives when it is driven by purpose, and technology can be a powerful ally in the fight for equality.
A Step Forward for Women’s Financial Inclusion
As Pakistan continues to face significant challenges in closing the gender gap in financial access and property ownership, Invisible Heirs serves as a timely and transformative initiative. It not only raises awareness but also provides practical tools for women to reclaim their rights — embodying Mobilink Bank’s unwavering commitment to inclusion, equity, and innovation.
This recognition at Cannes Lions 2025 is more than just an award nod — it’s a testament to the power of courageous storytelling, the urgency of gender equality, and the role of responsible business in shaping a better, fairer society.
