Islamabad: Pakistan’s leading digital microfinance Bank, Mobilink Bank’s inheritance campaign, has been shortlisted for the prestigious Cannes Lions International Festival of Creativity 2025 in the ‘Glass: The Lion for Change’ category. The Invisible Heirs campaign tackles systemic barriers to women’s inheritance rights in Pakistan by highlighting a long-ignored issue through data-driven tools and impactful storytelling.
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Cannes Lions received over 251 global entries in the subject category, with only 28 campaigns making it to the shortlist. Mobilink Bank’s Invisible Heirs campaign has already garnered global acclaim by winning prestigious awards, including Dubai Lynx, M360 APAC Digital Nations Awards, and Glomo. The powerful video campaign sparked a nationwide conversation around women’s access to justice and economic equity. It is complemented by an innovative Inheritance Calculator embedded within Mobilink Bank’s digital app, ‘Dost,’ which allows women to independently calculate their rightful share of the inheritance and make informed decisions in pursuing 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.”
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The Cannes Lions International Festival of Creativity is considered the world’s most prestigious celebration of creative excellence in branded communications. Mobilink Bank’s nomination positions Pakistan on the global map for advocacy-driven innovation and inclusive fintech solutions. This milestone further reinforces the Bank’s commitment to women’s financial inclusion and to using technology as a force for social change.
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