BankIslami won the Best Campaign Award at the Pakistan Digital Award 2025

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BankIslami

BankIslami Wins Best Campaign Award at Pakistan Digital Awards 2025 for “Saving Humanity from Riba” Initiative

BankIslami, one of Pakistan’s leading Islamic financial institutions, has been honored with the Jury Award for Best Campaign at the Pakistan Digital Awards (PDA) 2025. The award was presented in recognition of the bank’s groundbreaking and purpose-driven campaign titled “Saving Humanity from Riba”, a bold and visionary initiative that aimed to raise awareness about the injustices of interest-based financial systems and promote ethical, Riba-free Islamic banking.

This recognition not only showcases the effectiveness of the campaign but also emphasizes BankIslami’s firm commitment to ethical finance, financial inclusion, and the values rooted in Islamic teachings. The campaign resonated widely with the public, not just for its creative execution but for its powerful message and strategic focus on redefining the role of faith in modern finance.

Overview: A Campaign That Sparked a Movement

Unlike typical marketing efforts in the banking sector, BankIslami’s campaign was developed as a movement for social and financial reform. With the slogan “Saving Humanity from Riba”, the campaign directly addressed one of the most controversial and critical issues in Islamic finance: the practice of interest (riba).

Riba, which is forbidden in Islam, has long been a subject of debate and concern in financial circles. BankIslami chose to confront this issue head-on by raising awareness, educating the masses, and providing a tangible alternative through Shariah-compliant banking services.

A 360-Degree Campaign: Reaching Millions

The success of the campaign can be attributed to its 360-degree approach, which involved a wide range of media channels including:

  • Television commercials

  • Social media engagement

  • Outdoor advertising

  • Radio promotions

  • Influencer collaborations

  • Community events and webinars

This multi-channel strategy ensured that the message reached millions of people across Pakistan, sparking conversations in homes, offices, universities, and religious institutions. It wasn’t just a brand campaign—it was a movement for ethical change in the financial sector.

Promoting Ethical Finance Through Faith

BankIslami’s campaign stood out by aligning its mission with ethical and faith-based principles. While most commercial campaigns focus on product features or pricing, this initiative challenged a deep-rooted issue in global finance: the exploitation caused by interest-based lending.

Islamic banking offers an alternative that emphasizes:

  • Profit-and-loss sharing

  • Asset-backed financing

  • Risk-sharing models

  • Transparency in transactions

By promoting these values, BankIslami aimed to build trust, empower underserved communities, and offer financial services that respect Islamic values while catering to the modern needs of Pakistanis.

A Message from BankIslami’s Leadership

Hasan Saeed Akbar, Head of Marketing and Strategy at BankIslami, shared his thoughts on the success of the campaign:

“What may appear as just another marketing campaign to others was the beginning of a movement for BankIslami. ‘Saving Humanity from Riba’ is not just a slogan. It is a reflection of our mission and a commitment we live by every day.”

He further added:

“Our ambition was to promote ethical finance across Pakistan and move closer to a system free from the injustice of riba. Winning this award is validation, but our true reward lies in the impact we’re making.”

These statements reflect the genuine drive behind the campaign—not just to gain brand recognition but to initiate lasting change in the way Pakistan views and engages with its financial systems.

Euromoney Recognition: Best Islamic Bank in Pakistan

This prestigious Pakistan Digital Award comes on the heels of another major achievement for BankIslami: being recognized by Euromoney as the Best Islamic Bank in Pakistan. This dual recognition—one for marketing excellence and one for operational performance—demonstrates the bank’s balanced focus on impact and execution.

The Euromoney award was granted due to BankIslami’s exceptional service standards, innovation in Islamic financial products, and its growing reach in Pakistan’s competitive banking landscape.

Together, these awards reflect a broader industry acknowledgment of the bank’s unwavering commitment to customer-centric, Shariah-compliant financial solutions.

Expanding Islamic Finance in Pakistan: Why It Matters

Pakistan, with a population of over 240 million, is one of the largest Muslim-majority countries in the world. However, a significant portion of its population remains unbanked or underbanked, often due to religious concerns regarding conventional interest-based banking.

By offering ethical alternatives that align with Islamic principles, BankIslami plays a critical role in:

  • Promoting financial inclusion

  • Enhancing financial literacy

  • Creating awareness about Islamic finance

  • Reducing dependency on exploitative lending systems

The “Saving Humanity from Riba” campaign brought this mission to the forefront and helped reshape the perception of Islamic banking as not only religiously compliant but also modern, inclusive, and impactful.

Leveraging Technology for Inclusive Finance

Another key factor contributing to BankIslami’s success is its adoption of cutting-edge technology to reach wider audiences and deliver better banking experiences.

Some of the recent tech-driven initiatives include:

  • Mobile banking apps with Islamic finance features

  • SMS-based account updates

  • Digital onboarding for new customers

  • Online Zakat calculators

  • E-learning modules on Shariah-compliant banking

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Partnerships with Communities and Organizations

To strengthen its social footprint, BankIslami has also forged partnerships with:

  • Religious institutions

  • Non-profits

  • Educational institutions

  • Community development organizations

These collaborations are designed to further promote financial literacy, empower women and youth, and ensure that ethical finance is available to all segments of society.

This people-centered approach reflects the essence of Islamic banking: serving humanity with fairness and compassion.

Future Plans: Toward a Riba-Free Economy

BankIslami’s vision does not stop with awards or campaigns. The bank has set its sights on a much larger goal: contributing to a Riba-free economy in Pakistan. This ambitious objective includes:

  • Developing more innovative, Shariah-compliant financial tools

  • Reaching more rural and underserved populations

  • Collaborating with regulators to shape Islamic banking policies

  • Investing in awareness campaigns at the grassroots level

The “Saving Humanity from Riba” campaign is only the beginning of this transformative journey.

Public Response: A Wave of Positive Engagement

The campaign received overwhelming support on social media platforms like Facebook, Twitter (now X), Instagram, and YouTube. Many users praised the initiative for its bold stance against riba and its practical approach to providing alternatives.

Testimonials poured in from:

  • Business owners who switched to Islamic finance

  • Students who learned about riba for the first time

  • Religious scholars appreciating the clarity of the message

  • Young professionals choosing BankIslami over conventional banks

This organic engagement helped the campaign reach millions without excessive ad spending, proving the power of a purpose-driven message.

Conclusion: Ethics, Impact, and Innovation

BankIslami’s award-winning campaign “Saving Humanity from Riba” represents more than just a marketing success—it is a milestone in Pakistan’s journey toward ethical, inclusive, and faith-aligned financial systems.

By winning the Jury Award for Best Campaign at the Pakistan Digital Awards, the bank has set a new benchmark in purpose-led marketing within the financial sector. Combined with its recognition as Pakistan’s Best Islamic Bank by Euromoney, BankIslami is now uniquely positioned to lead the future of Islamic banking in the region.

Through innovative financial tools, strategic partnerships, and unwavering commitment to Shariah principles, BankIslami continues to make ethical banking accessible to all, giving hope to those who seek a financial system that works for humanity, not just for profit.

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