In a major recognition of purpose-driven creativity, Mobilink Bank’s Invisible Heirs campaign has been shortlisted for the prestigious Cannes Lions International Festival of Creativity 2025 in the highly competitive ‘Glass: The Lion for Change’ category. The campaign tackles the long-standing issue of women’s inheritance rights in Pakistan, using data-driven storytelling and innovative digital tools to spark nationwide dialogue and advocate for economic justice.
Out of 251 global entries submitted for the Glass Lion, only 28 campaigns secured a place on the shortlist, with Mobilink Bank proudly representing Pakistan on this global stage. Invisible Heirs has already earned international accolades, including wins at Dubai Lynx, M360 APAC Digital Nations Awards, and Glomo, positioning it among the most impactful campaigns of the year.
At the core of the campaign is a powerful video that confronts the systemic barriers faced by Pakistani women in claiming their rightful inheritance. Mobilink Bank has also embedded an Inheritance Calculator into its digital platform, ‘Dost,’ empowering women to independently calculate their rightful inheritance shares and make informed decisions about their legal rights.
Aamir Ibrahim, CEO of Jazz and Chairman of Mobilink Bank, emphasized the significance of the nomination, stating, “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.”
Echoing this sentiment, Haaris Mahmood Chaudhary, President and CEO of Mobilink Bank, added, “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 Cannes Lions International Festival of Creativity is widely regarded as the world’s most prestigious platform for honoring creative excellence in branded communications. Mobilink Bank’s recognition at Cannes not only highlights Pakistan’s growing presence in global creative and fintech circles but also reinforces the bank’s ongoing commitment to women’s financial empowerment, inclusive innovation, and driving social change through technology.
