Ali Rez, Chief Creative Officer at Impact BBDO, wins the ADA Award 2024-25 in the Design – Communication Advertorial / Campaign for Easypaisa’s Audio Nikahnama—a pioneering initiative that leverages technology to enhance accessibility and awareness of matrimonial rights.

The trophy was presented by Mr. Shahzad Nawaz (ADA Awards Design Jury), with Ali joined by the Easypaisa team: Ms. Rifah Qadri, Executive Director Marketing, and Ms. Amna Mishal, Director – Head of Brand.

The Audio Nikahnama campaign tackles Pakistan’s literacy and language barriers by providing an inclusive, audio-based explanation of the Islamic marriage contract, ensuring that vital matrimonial rights and obligations are easily understood by all.

Furthering its impact, Audio Nikahnama was also honored with the ADA Distinctive Award – Socially Responsive Award, presented by Mr. Ali Habib (Chief Marketing and Communications Officer, HBL) and Ms. Maria Aslam (Founder, ADA). The campaign stands as a movement for informed decision-making, gender equality, and social change—leveraging technology to bridge educational divides and empower individuals across the country.