KARACHI: Pakistan’s leading digital microfinance institution, Mobilink Bank, has won silver for its ‘Invisible Heirs’ campaign at the prestigious Dubai Lynx Awards 2025, the MENA region’s biggest creative and marketing event, the financial institute said on Thursday.
Mobilink Bank’s campaign excelled in the ‘Creative Strategy Corporate Purpose & Social Responsibility’ category for “elevating consciousness against the systemic denial of inheritance share for most women in Pakistan.”
The campaign tackles gender-based financial inequality to foster financial autonomy for women.
The campaign featured a video narrative highlighting women’s emotional and societal challenges in securing their inheritance, which sparked a nationwide conversation and inspiring action.
The bank also innovatively integrated an ‘Inheritance Calculator’ in its mobile app to allow women to easily calculate their rightful share in inheritance.
“Being recognized at the biggest marketing event in the MENA region refuels our passion to work more vigorously toward women’s long-term financial liberation,” Haaris Mahmood Chaudhary, president and CEO of Mobilink Bank, said.
“Mobilink Bank empowers women to overcome deeply rooted social challenges through future-ready digital innovation and strong social advocacy. We believe the campaign’s recognition will translate into solid gains toward the social cause closest to our hearts.”
The Dubai Lynx Awards are the Middle East and North Africa region’s premier platform for celebrating excellence in creative communications, marketing and advertising.
Held annually in Dubai, the event brings together top agencies, brands, and creative minds from across the region to showcase ideas that drive business results and positive change.
Campaign on women’s inheritance wins Pakistani microfinance bank silver at Dubai awards
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Campaign on women’s inheritance wins Pakistani microfinance bank silver at Dubai awards

- Campaign puts spotlight on systemic denial of inheritance share for women in Pakistan
- Dubai Lynx Awards is MENA’s premier platform for celebrating communications, marketing